Consumers Find Relief at Money and Main Street. We partnered with Time Warner (TW) to create an original, minimally-branded editorial platform called “Money & Main Street” that – for the first time ever – united 13 TW media entities under a single banner.We helped produce a series of live, primetime specials hosted by CNN’s Anderson Cooper, Ali Velshi and other experts. These specials were conducted in a “town hall,” community gathering-style that invited experts’ perspective on financial issues and culminated in relatable advice and actions for viewers.

We also structured a TW/Facebook partnership so consumers could watch the TV specials live via CNN.com and interact in real-time with the panel, initiating conversation between consumers, their friends and experts. We enlisted Money Magazine’s editor-in-chief to hold discussions with consumers in BAC branches to inform the content of three custom-created guidebooks that ran as editorial in Money, Fortune, Time and Real Simple magazines.

Despite the economic crisis and negative press, our programme drove perception and attitude lifts well beyond our +3% goals:• +13%: BAC helps inform and educate consumers to make smart financial decisions • +11%: BAC provides guidance toward consumers’ financial well being• +10%: BAC helps customers make the most of their money • +10%: BAC is a place to seek advice or information on finances • + 8%: BAC wants customers to feel financially secure• + 8%: BAC provides the innovative tools that make me make smart financial decisions (Source: Ninah Marketing Plan Lab, November 2009)