Credit Card
Suite Launch
Role: Associate Creative Director (Lead Writer & Brand Strategy)
Scope: Campaign concepting, brand messaging architecture, script writing/editing, co-directing, and cross-channel copy rollout.
The Ask
Develop product names and positioning statements for 2 new credit card products, along with revamped positioning for 2 existing cards. Then, develop a brand-level campaign to launch the full suite—including 100+ tactics across various media. (Just the biggest product launch in TD Bank history.)
The Approach
Position TD as a flexible, human-first alternative in the credit space by anchoring each card's unique val prop (like predictability and customizable rewards) in relatable, everyday customer stories—supported by a unified campaign architecture that scaled seamlessly across tactics.
The Impact
Successfully orchestrated the largest product launch in TD Bank history, introducing four distinct credit products under a unified campaign architecture. The campaign drove record card sales as well as significant gains in consideration as a credit card issue, narrowing the gap between its nearest national competitor and extending a significant lead over regional issuers.
