Mar 152010
As we mentioned last week, Austin & Williams and Bethpage are changing the way Long Islanders think about banking. Bethpage has been completely rebranded and we've introduced Beth and Paige - the new faces of Bethpage - to the banking and Long Island communities. Check them out on our site and see what others are saying about the big reveal!
Megan Kilgallen is an Account Executive at Long Island advertising agency Austin & Williams and assists in the management of the agency's largest B2B and B2C accounts. In addition, she serves as "blogmaster" for A&W Unplugged. To read more about Megan, visit her bio section on the A&W web site.
Comments – 6 responses to “Introducing Beth and Paige!”
Care to comment? We’d love to hear your thoughts.
Apr 6, 2010 at 1:15 PM Mrs. P, Beth ane Paige...who's next, Maddy and Son? This creative is an embarrassment to the banking industry.
Apr 6, 2010 at 2:29 PM Interesting idea. If it works as well as the Mrs. P campaign (in its 5th year) and creates the great buzz (and deposits) that Beth & Paige have already created, you could be on to something! Thanks for sharing.
P.S We’ll let you in on one more: How about Ted and Dave for TD Bank? We pitch them next week.
Apr 28, 2010 at 12:06 PM Creating a spokesperson for a brand is nothing new, but when done right can very effective -- see The Progressive (insurance) woman, The Dell 'dude', The trio who sing for Free Credit Report, and so on.
In this case, it's just wrong. Calling them Beth and Paige is just downright silly and so uncreative. I'd bet that a senior person at the agency came up with it and too many people were afraid to speak the truth (see the Emperor's New Clothes).
Apr 28, 2010 at 3:52 PM Don,
We agree with you. It's a bit hokey, campy and VERY SUCCESSFUL. People have moved hundreds of thousands of dollars in CD money, auto loans have hit an all time high, business lending has exceeded all projections and, most importantly, membership is UP.
You may be confusing "silly" with "simple." What better way to remember a brand than by naming our spokespeople after it? Being a savvy ad exec, ask yourself: how many people know the Progressive gal is called "Flo?" Or the reverse, how many know that buying insurance in a box is a Progressive spot?
And you're right: a senior person did come up with the concept, but we don't run our Agency by intimidation; it's more of a democracy. I know it sounds bizarre in the ad world, but that's what makes Austin & Williams a cool place to work.
BTW... Since you're so into originality, you may want to stop hiding behind a fictitious ad exec as a screen name. Say hi to "Betty" for me.
Jan 17, 2012 at 2:10 PM Rick,
Are the actresses/employees playing Beth and Paige unique, or are Beth and Paige portrayed by the same person? Thanks.
Jan 17, 2012 at 4:10 PM Thanks for your interest! Beth and Paige are portrayed by two different actresses. You can check them out on our site under Work, Television, Bethpage, or find some news about the campaign here: http://www.austin-williams.com/news.cfm/the-tellys-love-bethpage-too