Boeing Employees Credit Union

Tom Berquist, EVP & CMO
Stephen Black, VP, Brand Strategy
Toby Travis, VP, Marketing Strategy

DNA Seattle *Lead Agency

Alan Brown, Co-Founder & CEO
Chris Witherspoon, President & Chief Growth Officer
Christine Wise, Chief Strategy Officer
Dan Gross, Co-Founder & Chairman
Caroline Ballaine, Director, Brand Strategy
Steve Williams, Executive Creative Director
Roxanne Tolnas, Account Director
Alex McHugh, Account Supervisor
Summer Slater, Director of Communication Planning & Media Activation
Kristen Baker, Account Supervisor
Lianne Onart, Sr. Art Director
Chelsea Webber, Senior Strategist
Shannon Stringer, Sr. Writer
Sydney Fullerton, Project Manager
David Echenoz, Production Director
Greg Tamura, Associate Media Director
Molly Woodruff, Director of Integrated Production

The banking industry is dominated by global players such as Bank of America and Wells Fargo. These brands have saturated the market with branch locations, advertising spend and their technology innovation, coining the phrase “too big to fail.”   Our assignment was to help BECU, the “David” of Puget Sound consumer financial services, become the most preferred banking brand in the market as measured by consumers who choose BECU as their primary financial institution (PFI) and by who prospects have the highest level of brand consideration and choice.