Case Study: Atlantic Union Bank grows from 103 to 182 branches with RP3 Agency

Atlantic Union Bank expands to 182 branches with RP3 Agency

Atlantic Union Bank faced the challenge of growing its market share and expanding its branch network while competing against national banks with significantly larger budgets and greater name recognition. The regional bank needed to reintroduce itself as a larger, more capable player without losing the human touch its customers valued. They partnered with RP3 Agency to develop a new brand strategy and creative platform.

RP3 Agency developed the "Any Way You Bank" platform, a growth strategy built on radical empathy that celebrated how differently people live and bank. This solution positioned Atlantic Union Bank as modern, easy, and deeply human. The campaign was highly successful, supporting the bank's expansion from 103 to 182 branches with minimal churn and growing assets from $21.2B to $39.2B. It also beat big national banks on key perceptions like flexibility, ease, and trust, and drove a 23% year-over-year increase in digital click-through rates.

Atlantic Union Bank