CIBC has unveiled a public commitment to improve customer service and is backing it with a major marketing campaign along with a redesigned corporate identity.

Using the theme “It’s time”, the campaign will feature a series of recent enhancements that include CIBC’s continuous learning program for staff; new accounts that offer lower fees and higher interest rates; the ability of CIBC staff to sell non-CIBC mutual funds and the fact that customers can now sign up for loans and mortgages electronically without having to go to a branch.

The marketing campaign rejects lofty statements in favour of straightforward information about what CIBC is doing to make life easier for clients. An integral part of the initiative involves employees throughout the organization signing a declaration of their intent to deliver smart, simple solutions to customers.

“This campaign underlines CIBC’s commitment to offer customers better ways to meet their daily banking needs,” said Jim Allen, executive vice-president of marketing. “It shows how we are investing in people and technology to do a better job of delivering financial services to clients. The initiatives currently underway represent our first steps in that task.”

The new advertising campaign, which was developed by Publicis Canada, will appear in both TV and print.

CIBC has also modified its familiar CIBC wordmark, making it simpler and more contemporary, while using the familiar claret and gold corporate colours. The CIBC wordmark is retained, although the bar above it has been removed. The logo is placed on an ascending gold and claret arc.