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Oriental Bank

Unbanking the Bank.

Helping a challenger brand find a passing lane.

We worked with Oriental Bank, Puerto Rico’s second-largest financial institution, to create a disruptive new brand presence in the marketplace that matched their innovations in banking. We launched an integrated campaign across mass media, digital, events and guerrilla.

We created a new and disruptive brand position for Oriental Bank based on the fact that they are working to engineer a different, modern, customer-centric bank, using technology to make their brand experience seamlessly integrate with people’s daily lives. And at every point, our prime strategy has been to craft communications that don’t feel like traditional financial marketing.

Anytime. Anywhere.

Sometimes, the answer is right in front of you. In Spanish, the word “banco” means “bank,” but it also means “bench.” To demonstrate the virtual and online capabilities of Oriental Bank, we used the bench to signify that their bank was literally wherever you were, 24/7/365.

Growing in a shrinking market.

Since Hurricane Maria in 2016, Puerto Rico has seen a number of professional-class people emigrate to the mainland United States. Despite that, we have worked with Oriental Bank to successfully grow their business and market share in the years since.

Oriental Bank Branding
Oriental Bank Vive La Diferencia Advertising Campaign
Oriental Bank Online Banking Advertising Material
Oriental Bank Woman on Bench
Oriental Bank Advertising Material
Oriental Bank Advertising
Oriental Bank Online Banking Advertising
Oriental Bank Digital Ad

Paulina Aquino


Paulina Aquino is the Chief Financial Officer at Markham Yard. Born in Santiago, Chile. She has resided in Florida since 1979. Paulina is a team building and financial professional with more than 20 years of experience within the Advertising industry. As a mother and grandmother Paulina strongly believes in a work/life balance, increasing productivity, happiness, and reducing stress. Paulina is also a firm believer in the power of positive thinking; it has made it possible for her to reach new heights in her career and help others do the same. On a personal level, Paulina enjoys family time, shopping and is obsessed with shoes! She also enjoys dining out, good wine and of course, coffee.