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Austin & Williams Adds Another Telly to the Shelf

June 16, 2009

By: Jeffrey Bausch

Long Island, NY – Austin & Williams recently took home their fourth Telly Award in the last two years for its "Mrs. P." campaign created for Provident Bank, a full-service community bank based in Montebello, New York. The strategic advertising and marketing agency from Long Island, New York, earned this year's Telly, which honors outstanding regional and cable TV commercials and programs, for their entertaining "On Your Game" spot.

Filmed on a golf course, the spot shows the iconic Mrs. P. – the quintessential Provident Bank customer and fan who's served as the focal point of the A&W-created campaign since 2007 – on the fairway with her "business bankers," who are real Provident employees.

Rick Chiorando, Austin & Williams' Executive Vice President and Chief Creative Officer, was confident that the Agency's strategy to continue to evolve the Mrs. P. character would continue to bring in the business for Provident Bank.

"The spot demonstrates the close relationships Provident business bankers create with their clients – a key market differentiator – made all the more believable because it features real Provident bankers, recognizable to customers as well as within the local business community," said Mr. Chiorando. "The business banking sector has been an integral – and successful – component of the agency's campaign since its inception," he adds.

Despite the bank's tough competitive market, their business checking account portfolio doubled from 2007 to 2008 (and overall checking accounts, including retail increased 15 percent); total deposits were up 16 percent year-over-year; loans were up 6 percent and net income increased an amazing 21 percent.

Founded in 1978, the Telly Awards annually showcases the best work of the most respected advertising agencies, production companies, television stations, cable operators, interactive agencies, and corporate video departments in the world. The Telly Awards receive over 13,000 entries annually from all 50 states and countries around the world.

Their back-to-back Telly Award wins have helped Austin & Williams gain a reputation as the go-to-agency for leading businesses that are looking for "out-of-the-box" creative that not only captures awards, but also achieves marketing and sales goals. With their latest Telly win, A&W joins such multiple-award recipients as BBDO, M&C Saatchi and Young & Rubicam, some of the more well-respected firms in advertising today.