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    Ad Age - Ally Financial Starts First Unified Brand Campaign Ad Age - Ally Financial Starts First Unified Brand Campaign

    Ally Financial, the financial services company once known as GMAC, is introducing a brand campaign using the theme "Do It Right."

    By Kate Maddox | September 9, 2016

    It's the first unified effort for the brand. Ally, which spun off from GM in 2006, previously ran ad campaigns for its two main products, auto financing and banking services.

    The campaign, which includes TV, print and online, was created by Grey New York. Ally declined to discuss spending.

    "Ally is a company that has been under great transformation -- particularly in the last year," said Andrea Riley, CMO at Ally. "We have added a lot of new products and services to redefine ourselves as a digital financial services company."

    In June, Ally acquired TradeKing, a digital wealth management company, which broadened its target audience to include self-directed investors and affluent millennials. Also in June, it launched a credit card called the Ally CashBack card, and last year it began offering Premier Protection, a vehicle service contract.

    "This campaign is really meant to connect the dots for people who may not be familiar with everything Ally has to offer today," Ms. Riley said. "The objective is to really put forward the relentless spirit that Ally teammates have to do right by our customers."

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