Tombras wins Regions Bank creative remit

Regions Bank has appointed Tombras as its creative agency of record following a consultant-led review, signaling a shift in how the bank approaches brand expression and customer engagement.

Under the agreement, Tombras will lead creative strategy and execution across all marketing and brand activity, supporting Regions’ efforts to strengthen differentiation in a competitive banking landscape.

Driving brand distinction in a competitive market

The partnership comes as Regions Bank looks to sharpen its positioning while navigating increased competition from fintech companies, non-bank providers, and larger national institutions. The bank continues to expand its digital capabilities, including growth in mobile usage and online account openings, alongside maintaining stable financial performance.

Tombras will support efforts to articulate the brand more clearly across its footprint, which spans key markets in the South, Midwest, and Texas.

Campaign to launch around SEC partnership

The agency’s first assignment will focus on a campaign tied to Regions Bank’s partnership with the Southeastern Conference, where the bank serves as an official partner. The campaign is scheduled to launch in late summer 2026 and will target both general market and multicultural audiences.

The work aims to translate the bank’s positioning into a more distinct and relatable brand narrative.

Aligning values and long-term growth goals

Dooley Tombras, president, Tombras: "There’s an incredible values match between Regions and Tombras. We were inspired by their promise of ‘Extra is Our Ordinary.’ Regions Bank is a vital part of the communities it serves, and we look forward to helping Regions stand out by telling their story in a powerful, emotional way that will drive further growth for their brand and their customers."

Paula Drake, chief marketing officer, Regions Bank: "We’re operating in vibrant, dynamic, and growing markets throughout the Southeast, Texas, and the Midwest. As more people and businesses move here, we’re working with Tombras to reflect our brand in new and meaningful ways that will further differentiate Regions Bank and our approach to service. At the same time, we’re sending a clear message to the communities we’ve served for up to 200 years – Regions remains on the cutting edge, and we’re working hard every day to continue to earn your business and build on the trust we’ve established."

Expanding reach through integrated marketing

The appointment reflects Regions Bank’s broader ambition to connect brand storytelling with business growth, as it continues to evolve its marketing approach across both physical and digital channels. The collaboration with Tombras is expected to play a central role in delivering consistent messaging and reaching priority audiences across diverse markets.

www.tombras.com

www.regions.com

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