First ever branding campaign “Lending Done Human” from OneMain Financial

OneMain Financial, the nation’s largest personal lending company, is launching their first ever brand campaign today. OneMain is a 4 billion dollar company, in business for over 100 years, and this is the first time that they have ever done a branding campaign, so we thought you would certainly want to take a look.

Lending Done Human - OneMain Financial

This is also SVP/CMO Kim Wijkstrom’s (who formerly was CMO of Perry Ellis and held senior account positions at CP+B, BBDO and Chiat over the years), first major initiative for OneMain. Created by FCB, New York, with communications strategy and media led by Noble People, the campaign is called “Lending Done Human” and focuses on the company’s dedication and commitment to delivering responsible, transparent and respectful service to each and every one of their customers.

“Lending Done Human” speaks to OneMain’s key differentiator from their competition – their loan specialists. With more than 10,000 team leaders at over 1,600 locations throughout 44 states – OneMain team leaders help customers resolve their financial needs face-to-face. This is rare in 2018, and even rarer in this predominately online industry.

The broadcast and radio campaign features open exchanges between OneMain loan specialists and their customers. As they help their customers, a larger than life, heroic voice interjects, positioning the specialist as a superhero. The stories ultimately make the point that although what OneMain offers in the world of lending seem extraordinary these days, for them, it’s business as usual and has been since 1912.

Agency: FCB, NY
Chief Creative Officer: Ari Halper
Executive Creative Director: Gary Resch
Group Creative Director: Gabriel Schmitt
Creative Director: Luciana Cardoso
Associate Creative Director: Berto Santana
Group Strategy Planning Director,SVP: Raig Adolfo
Director, Account Management, EVP: Alec Cocchiaro
Group Account Director, SVP: Nichelle Sanders
Account Director: Irina Shlafman

Client: One Main Financial
SVP, Chief Marketing Officer: Kim Wijkstrom
VP, Marketing: Kate Gilmer
Brand Manager: Irene Thompson

Production Company: O Positive Films
Director: Spencer Riviera
Executive Producer: Ralph Laucella
Line Producer: Devon Clark

Editorial: Mackenzie Cutler
Executive Producer: Gina Solon
Editor: Ryan Steele
Assistant Editor: Devon Flint

Executive Producer: Sasha Hirschfeld
Producer: Margarita Music

Color Correct Company: Company3
Colorist: Tim Masick
Conform Company: Schmidgital

Music: JSM
Producer: Joel Simon

Sound Design/Audio Mix: Heard City
Sound Engineers: Phil Loeb and Evan Mangiamele

This Article is related to:
Lending Done Human, OneMain Financial, Digital Campaigns, Advertising Agency, Brand Campaigns, Financial, FCB

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