thjnk starts a new brand campaign for the Commerzbank

“The bank at your side takes the first step.”

Commerzbank launched a wide-ranging TV and print campaign on 10 November 2012, at the heart of which is the “First step” TVC. This 60-second film tells the story of a woman who, on her early-morning jog through the city, starts thinking about the world of finance – and, with each step she takes, her concrete vision of the kind of bank Germany needs in times like these takes shape.

At the end, we discover that our protagonist not only knows how “the bank at your side” should act, but that she occupies a key position and will thus help bring this vision to life.

“We did something that was perhaps out of character for us: we looked at ourselves to find the reasons why,” explains the young Branch Manager in reference to the crisis of confidence in the banks – combining as she does self-criticism with a sense of a new dawn.

The previous brand promise of “Together we can achieve more” has been replaced with the slogan, “Commerzbank. The bank at your side.”

“We’re drawing on a proven idea,” says Uwe Hellmann, Head of Brand Management. “Comprehensive market research has demonstrated that this slogan, which is familiar to many customers and has positive connotations, perfectly encapsulates the bank’s return to the classic values of the honest businessperson. Amongst all target groups, the slogan stands for partnership, responsibility, fairness and success,” continues Hellmann. “We are proud to be able to help such an important brand take such a pioneering step. It’s impressive to see how clearly and coherently Commerzbank sets out its position.”  (Armin Jochum, CCO at thjnk).

trautmann, heumann, jochum and kemper was founded in 2012. The agency had previously operated under the kempertrautmann name. thjnk ag, with over 200 employees and its three sites in Berlin, Düsseldorf and Hamburg, works for brands such as Audi, ARD, Axel Springer, BASE, Bauer Media Group, Bertelsmann, Commerzbank, comdirect, Gigaset Communications, Gaggenau, Görtz, GROHE, hagebaumarkt, Henkel, Schwarzkopf, IKEA, Paulaner, Schwartau, Unitymedia and Vaillant. In 2005, the agency was voted Germany’s Newcomer Agency of the Year and, in 2009, Global Newcomer Agency of the Year.

As the new lead agency for Commerzbank, it was able to impress them with a concept that brought refreshing honesty into bank communication. The tonality of the new thjnk campaign strikes just the right balance between customer focus and the bank’s big ambitions. It’s a campaign that communicates the bank’s new stand, and one that is set to boost their credibility and win back people’s trust over the long term.



The Commerzbank team:
Head of Marketing: Uwe Hellmann
Campaign Managers: Georg Habedank, Christine Wagner

The thjnk team:
Armin Jochum (Creative MD), Dr Michael Trautmann (Consultancy MD)
Creative Directors: Torben Otten, Georg Baur; Head of Strategy: Nils Wollny; Head of Consultancy: Lars Trzebiatowsky; Lars Feimann (Account Director), Tilman Gossner (Senior Creative Artist), Niko auf dem Berge (Creative Artist), Max Biedermann (Senior Creative Copywriter), Alexander Müsgens (Senior Creative Artist), TV Producers: Florian Weber, Stephanie Beck; Film Production: Markenfilm GmbH & Co. KG, Wedel; Director: Phil Brown