Transformative Growth. Esteemed Reputation.

Over a decade-long partnership, RF|Binder supported Bank of America across strategic communications, reputation management, earned media, environmental, social, and corporate governance (ESG), as well as arts and community initiatives. Our partnership coincided with a major organizational transition when then-President Ken Lewis took on the role of Chairman and CEO, spearheading the transformation of the bank from a super-regional banking institution into one of the most esteemed banking institutions in the United States. During this period, Bank of America closed a number of major acquisitions and experienced a major period of unprecedented upheaval in the capital markets in the 2008 timeframe. Navigating this complex landscape required continuous recalibration of our communications program to ensure alignment with unfolding external events.

Fortune story on Ken Lewis, former CEO of BOA, called

Strategy

During Ken Lewis’s close to ten-year tenure as CEO, RF|Binder developed a robust platform to elevate his leadership, strategically showcasing Bank of America in the national business media. We secured high-profile television appearances and diligently sought speaking opportunities in major cities worldwide. These efforts solidified his position as a respected figure in the financial services industry and garnered extensive recognition for Bank of America on a global scale.

We enhanced Bank of America’s corporate social responsibility (CSR) and philanthropic efforts, amplifying the profound connection between the bank’s success and the well-being of the communities it serves.

Introducing a New Leader

RF|Binder created a platform for Ken Lewis with a series of carefully selected stories in the national business media and high-profile television appearances on cable and network news programs, including 60 Minutes. We also solicited speaking opportunities in major cities around the world at prestigious venues such as the Detroit Economic Club, the San Francisco Commonwealth Club, and the Chambers of Commerce in Hong Kong and Frankfurt, as well as at leading business and trade conferences. This platform drove insightful discussions on Ken Lewis and Bank of America within high-visibility media and conferences, establishing them as industry thought leaders.

Communications Initiatives

As part of our positioning Bank of America as a global leader, we developed communications initiatives that covered all areas of the organization, from commercial banking and asset management to investment banking and the Bank of America Charitable Foundation.

Logos and stories of big media publications that covered Bank of America

CSR & Philanthropic Efforts

Bank of America holds great value in business as being a force for good. To support this idea, we formulated a captivating narrative positioning Bank of America as a CSR and philanthropy leader. This narrative highlighted the company’s Neighborhood Excellence Initiative implemented in cities across the country, support of the arts and environmental commitment. This was all part of a broader organizational pledge to foster thriving communities here in the United States as well as across the globe, providing greater economic opportunities for individuals and businesses alike.

What We Did

Media relations
Event programming
Communications strategy
Issue management
Crises communications
Thought leadership positioning
Reputation management

Adult man and children throwing footballs into the air in a park

Impact

Our partnership with Bank of America strategically positioned it as a community involvement pioneer, fostering a positive brand image.

Our media strategy achieved massive results, amassing over 10 billion impressions. Prominent coverage in outlets like the Financial Times, Fox Business News, The Wall Street Journal, and News & World Report extended Bank of America’s reach, sparking vital discussions on sustainability and societal commitment.

Together, we showcased Bank of America as a corporate responsibility leader, highlighting its devotion to society and the environment. This bolstered the bank’s reputation, showcasing its authentic global impact.

Our efforts synchronized with a leadership transition, as Brian Moynihan took the CEO role in 2010, strategically positioning the bank for continued accomplishments.