CIT launches new ad campaign

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New York—CIT Group, a global commercial finance company, launched a new advertising campaign this week with the tagline “Capital redefined,” according to Jon Carnero, VP-director, interactive marketing, brand marketing and communications at CIT, who was a panelist at BtoB’s NetMarketing Breakfast today.

Kirshenbaum Bond+Partners is CIT’s agency; handles interactive.

The campaign, which focuses on the power of relationships and creating customized solutions for clients, bowed with an ad in Barron’s and a three-page spread in today’s Wall Street Journal. Ads are running in Fortune, CFO and Business 2.0 aw well.

The campaign also includes radio and TV, as well as event marketing, such as a ball aboard the QE2 in May.

Carnero also announced CIT has formed “a unique partnership” with Conde Nast Publications called Behind the Business that, beginning in April, will include print ads in Golf Digest, The New Yorker, Wired and Portfolio , a Conde Nast publication that launches that month.

The partners will also host live events where CEOs will speak about their paths to the C-suite. Online elements will include webcasts and blogs.

—Carol Krol

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