Sedgwick Rd. Introduces Washington Mutual to New York

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"Ride": Part of Sedgwick Rd.'s New York push for Washington Mutual
Jim Walker, president of Seattle agency Sedgwick Rd., began his day behind the podium at the New York Stock Exchange, where he and executives from client Washington Mutual rang the opening bell to start the trading day. The bell also signaled WaMu's entry into the New York market -- channeled through its acquisition of Dime Savings Bank -- and the launch of Sedgwick Rd.'s integrated campaign to promote the brand in The Big Apple.

A film trailer began airing last week promoting Washington Mutual as a coming attraction, and this morning saw the debut of the first of two spots from director Kinka Usher. "Ride" features customers being herded into a bank and onto an amusement park ride designed to separate them from their money. Home subscribers to the New York Times were also targeted this morning with the message "Liberate Your Money" on the plastic wrapping around their papers. The bank's outdoor effort breaks next week, with more television to follow.

"Obviously it's a big deal for Washington Mutual," says Walker. "It's also a big deal for Sedgwick Rd." Formerly McCann-Erickson/Seattle, the agency rebranded itself last year and has made a push to recruit creative talent with its boutique atmosphere. "It's a national launch for us," Walker says. "It makes us visible in a market where we haven't had much of a presence before."

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