The Impact Needed

Eastern Bank had a powerful story to tell—but had long kept quiet about its bold support for progressive causes. Tasked with evolving the brand beyond its long-running “Here, You’re First” platform, CTP helped reframe that purpose-driven legacy into a rallying cry. We launched Join Us For Good, a campaign that spotlighted the issues Eastern Bank champions, not just the bank itself—inviting customers and communities to take part in meaningful progress. Through a refreshed brand strategy, video storytelling, and emotionally resonant creative, we helped Eastern stand out not just as a bank, but as a movement.

The Story We Told

Eastern Bank | New Addition
Eastern Bank | Fast Friends

The Difference It Made

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%

YoY increase in net income post-launch (2017)

0

%

increase in consumer checking after campaign flighting adjustments

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%

increase in overall lending; 10% in commercial loans

Boosted brand metrics contributed to #1 SBA Lender status (15 years running)

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