At the time of this merger Fifth Third Bank was perceived as primarily a retail focused bank and it was essential to reassure and retain MB’s substantial commercial segment.

Arm MB commercial bankers with a client-facing tool to reassure their clients that Fifth Third is a credible, strong bank serving the commercial market.

A brand piece highlighted key facts about Fifth Third, especially in the Chicago market, and reinforced both banks’ commitments to their communities.

The focus was Fifth Third-only during the pre-approval phase, and was updated to reflect combined company post-approval.