May 21, 2009

GMAC Financial Services has launched a PR and marketing campaign to promote the rebranding of its online bank, now called Ally Bank. The new brand was launched May 15.The campaign takes a three-pronged approach that includes outreach to current bank customers, building awareness among prospective customers, and communications to the employee base, according to Sue Mallino, executive director of global communications at GMAC. The outreach effort includes both PR and advertising.

GMAC enlisted CJP Communications in February to help with its consumer-facing identity. The firm has been focused on consumer media outreach related to the launch. Internal communications has also been key with locally hosted town hall meetings and other communications from GMAC CEO Al de Molina.“The new brand is really an effort to build upon our heritage as well as to reach new customers,” said Mallino. “We want to communicate that we have a new approach to the banking industry that we think customers will find attractive.”