Bank of America will roll out new interactive ATMs with video links to tellers in Boston later this month as the financial behemoth prepares to kick off a major rebranding campaign this weekend.
Charlotte, N.C.-based Bank of America, the largest bank in Massachusetts by assets, thanks to its 2004 merger with FleetBoston, is also revamping many branches to create a more lounge-like, warmer atmosphere.
CEO Brian Moynihan this week called together top bank execs to brainstorm on ways to boost revenue.
But Boston-based marketing chief Anne Finucane said earlier this year the rebranding effort, which will include banners in Times Square and a partnership with online website Khan Academy to teach financial literacy, shows "we have fundamentally reshaped who we are."
The bank's pricey marketing push was spearheaded by Lance Jensen, formerly of Modernista!, and now at Hub ad firm Hill Holliday.
"What advertising does is make a promise, but the company needs to keep that promise," said Tobe Berkovitz, a Boston University professor of advertising.
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