GMAC Launches Campaign Promoting Ally Bank

GMAC Financial Services has launched new marketing campaign to promote their new online bank — Ally Bank. The new brand was officially launched last week. GMAC changed the name of its banking arm in attempt to freshen its image from the struggling auto finance parent company.

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Al de Molina, GMAC Chief Executive, said: “We are launching a new brand with a new approach of treating customers with total transparency.”

The bank has launched a new website allybank.com and will try to attract new depositors through their marketing efforts.

From PR Week: “The campaign takes a three-pronged approach that includes outreach to current bank customers, building awareness among prospective customers, and communications to the employee base,” according to Sue Mallino, executive director of global communications at GMAC.

With the banking crisis, many banks are putting forth new efforts to attempt to re-establish trust in their brands. The Ally Bank website says that their bank has, “No minimum deposits. No monthly fees. No minimum balance. NO SNEAKY DISLAIMERS.”