The American Bankers Association today recognized five banks for outstanding marketing initiatives during the 2026 ABA Bank Marketing Conference in Austin, Texas.
The ABA Bank Marketing Excellence Awards recognize strategic, thoughtful and dynamic marketing campaigns that help banks connect with customers, strengthen their brands and drive business growth. This year’s awards honored innovative campaigns from banks of all sizes in five categories: Brand Awareness, Customer Adoption and Loyalty, Digital Acquisition, Employee Engagement and Product Launch.
“The most effective marketing goes beyond promotion – it helps banks build meaningful, lasting relationships with their customers,” said Russell Davis, ABA’s chief member engagement officer. “This year’s ABA Bank Marketing Excellence Award winners showcased innovative strategies that deepened community engagement, enhanced customer experiences and delivered measurable results.”
The 2026 ABA Bank Marketing Excellence Award winners are:
Brand Awareness
Recognizes campaigns that increased awareness of a bank’s brand and strengthened its presence among customers, prospects and communities.
S&T Bank, Indiana, Pennsylvania, S&T Bank Draft Headquarters: Owning a Defining Pittsburgh Moment
As S&T Bank expanded its presence in western Pennsylvania, it sought a distinctive way to introduce its brand to new audiences during one of the region’s most anticipated events: the NFL Draft in Pittsburgh. Rather than relying on traditional sponsorship, the bank created S&T Bank Draft Headquarters, a three-day branded experience that combined community events, media partnerships, charitable giving and customer engagement activities. The campaign connected the excitement of football with the bank’s commitment to the local community, positioning S&T at the center of a defining moment for the city while creating meaningful opportunities to engage customers, prospects and community leaders.
Other Finalists:
- Centreville Bank, West Warwick, Rhode Island
- Origin Bank, Choudrant, Louisiana
- Washington Trust Bank, Spokane, Washington
- American Savings Bank, Honolulu
Customer Adoption and Loyalty
Recognizes campaigns that deepened customer relationships, increased engagement and encouraged greater use of bank products and services.
Citizens Bank, Westwood, Massachusetts, Helping Customers Leap Forward in Mobile Banking
Citizens Bank launched “Leapfrog,” a customer-focused campaign designed to support the rollout of its redesigned mobile banking app. Recognizing that customers had varying levels of familiarity and comfort with digital banking, Citizens Bank developed tailored communications for active, inactive and dormant users. The campaign included personalized communications, educational content and an early-access program to help customers confidently adopt the redesigned app while strengthening engagement across customer segments.
Other Finalists:
- Wilson Bank & Trust, Lebanon, Tennessee
- Gulf Coast Bank & Trust, New Orleans
- Bank of Guam, Hagatna, Guam
- Heartland Bank and Trust Company, Bloomington, Illinois
Digital Acquisition
Recognizes campaigns that leveraged digital channels to attract, engage and acquire new customers.
Reading Cooperative Bank, Reading, Massachusetts, Family Fortune Campaign
Reading Cooperative Bank’s Family Fortune campaign shifted the focus from banking products to the real-life moments that drive financial decisions. Built around the theme “Life Happens,” the campaign highlighted common challenges such as managing unexpected expenses, building credit and growing a business, then connected those experiences to banking solutions. Through integrated digital storytelling and targeted outreach, the campaign created a more relatable customer experience.
Other Finalists:
- Gulf Coast Bank & Trust, New Orleans
- OMB Bank, Springfield, Missouri
- First Financial Bank, Terre Haute, Indiana
- North Easton Savings Bank, South Easton, Massachusetts
Employee Engagement
Recognizes campaigns that informed, inspired and engaged employees while advancing organizational culture and business objectives.
Synergy Bank, Houma, Louisiana, Peace, Love & Synergy
Synergy Bank transformed Employee Appreciation Week into a 1960s-inspired celebration featuring themed events, custom branding and activities across its offices. Developed in-house, the campaign reinforced the bank’s people-first culture while creating a shared experience that brought employees together.
Other Finalists:
- First Service Bank, Greenbrier, Arkansas
- Touchmark National Bank, Alpharetta, Georgia
- Horicon Bank, Horicon, Wisconsin
- Cape & Coast Bank, Hyannis, Massachusetts
Product Launch
Recognizes campaigns that successfully introduced new products or services and drove awareness, interest and adoption among target audiences.
Isabella Bank, Mount Pleasant, Michigan, Isabella Bank Kids Club
After more than a decade without a major refresh, Isabella Bank reimagined its Kids Club savings program with new mascots, financial education resources and community-focused activities. Built around the “Bee Smart from the Start” theme, the campaign transformed a traditional youth account into an engaging experience that helps children and families build lifelong saving habits while positioning the bank as a trusted partner for families.
Other Finalists:
- MidFirst Bank, Oklahoma City
- Union Savings Bank, Danbury, Connecticut
- Security Federal Bank, Aiken, South Caroline
- BankSouth, Greensboro, Georgia
Editor’s note: The original version of the article reported an incorrect location for First Financial Bank in Terre Haute, Indiana. We regret the error.
