Wells Fargo WFC +1.18% rolled out a new ad campaign in early May called “Re-established” where the banking giant seeks to do just that—re-establish trust with its customers following a series of scandals that undermined consumer confidence and tarnished the bank’s reputation. In a press release, Tim Sloan, Wells Fargo’s chief executive officer and president said the campaign marks a turning point by expressing how “we are fundamentally a different company today, and that it feels like a new day at Wells Fargo.” The campaign leans heavily on the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is re-committing to its customers and their satisfaction.

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