City National Bank

We approached media strategy the way a financial advisor approaches a portfolio: the media mix was our portfolio, and success was measured not only by exposure but by business performance (leads, cost-per-visitor, conversion).

Our work spanned media planning, audience segmentation, geo-targeting, and optimization. We treated each dollar like an investment, tracking performance, reallocating spend, and refining the mix to maximize return.

Why this works for clients

1. Data-driven targeting — we identified the right audiences (small-business owners, in defined geographies) then optimized to reach them.

2. Media as a portfolio — instead of simply buying channels, we treated the mix holistically, shifting budget toward the highest-return channels.

3. Transparent business metrics — we focused on lead volume and cost metrics, not just vanity impressions, aligning with CNB’s strategic business goals.

4. Scalable and repeatable — the success achieved in this first campaign provides a framework for future media engagements, both in scale and refinement.