Bank of America tries to rebrand its mortgage business

06/22/2009 | Advertising Age (tiered subscription model)

Bank of America has launched a new campaign from BBDO, New York, that's meant to rebrand its mortgage business and to inform the public about its new, more transparent lending policies. The effort from Bank of America Home Loans unit, which includes its Countrywide Home Loans acquisition, is one of the first from a lender to advertise mortgages since the onset of the financial crisis, according to this article.

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