Appealing to emotion: Mower’s SVP and Group Creative Director explains creative process behind new Northwest Bank campaign


Northwest Bank introduced a new brand campaign developed in partnership with Mower entitled “For what’s next™” that goes straight to the emotion that surrounds life’s important financial decisions. Mower set about producing four distinct situations: thinking about saving for a child’s education, moving into a new house, growing a small business and a night out with friends. The campaign features four emotion-filled vignettes that represent important moments customers can see themselves in.

Mower SVP and Group Creative Director Mike Baron chatted with MediaVillage’s Paige Albiniak about the creative process behind the campaign and the importance of appealing to an audience’s emotions. Check out the interview here.

Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff concentrated in New York City, Chicago, Atlanta, Boston, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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