OneMain Financial, the US's largest personal lending company, is launching their first ever brand campaign today. OneMain is a 4 billion dollar company, in business for over 100 years, and this is the first time that they have ever done a branding campaign, so we thought you would certainly want to take a look. This is also SVP/CMO Kim Wijkstrom's (who formerly was CMO of Perry Ellis and held senior account positions at CP+B, BBDO and Chiat over the years), first major initiative for OneMain. Created by FCB, New York, with communications strategy and media led by Noble People, the campaign is called “Lending Done Human” and focuses on the company’s dedication and commitment to delivering responsible, transparent and respectful service to each and every one of their customers.

“Lending Done Human” speaks to OneMain’s key differentiator from their competition – their loan specialists. With more than 10,000 team leaders at over 1,600 locations throughout 44 states – OneMain team leaders help customers resolve their financial needs face-to-face. This is rare in 2018, and even rarer in this predominately online industry. 

 

The broadcast and radio campaign features open exchanges between OneMain loan specialists and their customers. As they help their customers, a larger than life, heroic voice interjects, positioning the specialist as a superhero. The stories ultimately make the point that although what OneMain offers in the world of lending seem extraordinary these days, for them, it's business as usual and has been since 1912.