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ABA Honors Six Banks with National Bank Marketing Video Awards


The American Bankers Association recognized the nation’s best bank marketing videos today at the 2019 ABA Bank Marketing Conference in Austin, Texas. The fourth annual ABA Bank Marketing Video Awards featured nearly 400 entries from banks of all sizes nationwide.

“Video marketing is essential to customer engagement, and this year’s award winners truly stand out,” said Jim Edrington, ABA’s chief member engagement officer. “These videos are engaging, entertaining and easy to digest – all things that help a brand resonate with consumers.”

A volunteer panel of 74 Certified Financial Marketing Professional-credentialed experts judged the production value, creativity and messaging of all entries and identified a winner in each of the four asset categories, with the top-scoring video overall receiving the distinction of Best in Show. In addition, 16 finalists (the top four videos in each asset category from judges’ scores) were entered in an online public voting contest from September 3-13 to determine the “Marketers’ Choice Award” recipient.

The 2019 award winners are:

Best in Show
Video that received the highest judges’ score across banks of all asset sizes

  • WSFS Bank, Wilmington, Del., for its video titled “Icons.” This video utilizes map icon images to demonstrate the bank’s reach by pinpointing how and where the bank’s customers are accessing their accounts.

Best in Asset Category
Videos that received the highest judges’ score among their peers within each asset category

Under $500 Million

  • Cape Anne Savings Bank, Gloucester, Mass., for its video titled “My Bank – Business.” This video briefly features a number of small business owners who trust the local knowledge and quick decision making exhibited by the bank.

$500 Million – $1 Billion

  • Newburyport Bank, Newburyport, Mass., for its video titled “#Journey Well.” This video compares money to the sea, emphasizing challenges and making the case for why the bank is a “smart experienced crew to help you navigate.”

$1 Billion – $5 Billion

  • Country Bank, Ware, Mass., for its video titled “Pioneers.” This video taps into the heritage of the surrounding Pioneer Valley by emphasizing its foundation of hard work and noting that “even hard work needs a partner.”

Over $5 Billion

  • WSFS Bank, Wilmington, Del., for its video titled “Icons.” As the top scorer overall, this video was also the winner of the Best of Show prize.

Marketers’ Choice
Video among 16 finalists (top four judges’ scores from each asset category) that received the highest number of public votes. Two videos tied for this award.

  • Community Bank, N.A., Dewitt, N.Y.., for its video titled “Taking the Fear Out of the Home-buying Process.” This video utilizes a testimonial approach in briefly highlighting how an expert at Community Bank alleviated the concerns of a couple who were buying a house for the first time.
  • FirstBank, Lakewood, Colo., for its video titled “Pay Your Friends Back, Before They Pay You Back.” This video uses humor to promote the Zelle payment feature on the bank’s mobile app.

To view these award-winning videos as well as all 16 Finalists, click here.


About the American Bankers Association

The American Bankers Association is the voice of the nation’s $22.5 trillion banking industry, which is composed of small, regional and large banks that together employ more than 2 million people, safeguard $18 trillion in deposits and extend nearly $11 trillion in loans.

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Mike Townsend

(202) 663-5471

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