Ally Financial in major re-brand

Auto loan specialist Ally Financial is re-positioning itself as a leading digital financial services company and has launched a new brand campaign that reflects its focus on doing things right for customers.

The campaign is the first-ever unified brand campaign in Ally’s history, bringing together the full scope of the company’s financial services offerings under the “Do It Right” mantra— including its online bank, auto finance and insurance businesses, digital wealth management and online brokerage platform, and corporate finance operation.

“Do It Right” ads will be launched online, on TV and in print throughout the autumn. The ads feature Ally’s associates and customers, capturing the human element behind the brand promise and highlighting the contributions of different individuals in the quest to collectively “Do It Right”.

Troy Duhon, an Ally customer and owner of Premiere Automotive Group in New Orleans features in one ad, where he is pictured wearing rain boots and galoshes in the ad, which reads: “Troy Duhon doesn’t just believe in doing good business. He believes in doing good.” Further narrative in the ad discusses Duhon’s efforts to help his community recover after Hurricane Katrina.

“The launch of ‘Do It Right’ marks an important milestone for Ally, because it brings together all of our financial services offerings under one unified brand promise that truly reflects our company and our relentless focus on doing things right for our customers,” said Andrea Riley, Ally’s chief marketing officer. “The creative includes photos of Ally teammates and customers and incorporates powerful narratives to illustrate the ways that we do things right.”

The company said the launch of the “Do It Right” campaign aims to support and unify the Ally brand as the company expands its product offerings. Earlier this year, Ally acquired TradeKing, an online brokerage and wealth management platform, and also launched the new Ally CashBack Credit Card. The company also plans to launch a mortgage offering later this year.