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The $14 billion-asset Wintrust struck a deal with the Federal Deposit Insurance Corp. on Friday for the assets and deposits of First Chicago Bank and Trust, its third FDIC transaction this year.
July 13 -
Wells Fargo fared well in recent surveys of bank brands, but otherwise consumers' perceptions of large banks were all over the map.
May 27 -
Wintrust Financial (WTFC) in Rosemont, Ill., recorded higher fourth-quarter earnings because of an increase in net interest income and a lower loan-loss provision.
January 21 -
Like any self-conscious Chicagoan, Ed Wehmer is hoping his actions – in this case an advertising campaign at Wrigley Field – aren’t perpetuating the Chicago Cubs’ curse.
May 1
The Wintrust brand finally has a bank to call its own in Chicago.
The $18 billion-asset Wintrust Financial has spent the last few decades playing the role of Oz, keeping its corporate brand behind a curtain while promoting its
Playing off the success of its Wintrust-branded mortgage and wealth management businesses, management made its boldest move last weekend by rebranding a dozen branches in Chicago's downtown and northside as Wintrust Bank.
"We've been slowly expanding into the city and we decided we wanted a more cohesive brand in the city," says Matthew Doubleday, Wintrust's senior vice president of marketing. "With all the money we've spent on building up the Wintrust brand, we felt a retail bank should benefit."
Wintrust is using its $2.4 billion-asset North Shore Community Bank & Trust to test the waters. The company has applied to regulators to convert the bank's charter its largest in terms of assets into Wintrust Bank, though its suburban branches will continue to do business as North Shore, Doubleday says.
Historically, Wintrust didn't focus on promoting the holding company's name, but that thinking has evolved in recent years. Besides Wintrust-branded wealth management and mortgage divisions, the company in 2012 opened the commercially focused
Still, Doubleday cautions that observers shouldn't read the move as an indication that Wintrust is moving toward a unified brand.
"We're not changing our branding or our strategy everywhere," Doubleday says. "Our company still believes in the uniqueness of each neighborhood, but it helps knowing things are tied together."
Wintrust Bank, with a dozen branches, will become the company's largest branded entity, Doubleday says.
Wintrust and Chief Executive Ed Wehmer have faced more questions about centralization as other multi-bank holding companies cut costs through brand and charter consolidations, says Brad Milsaps, an analyst at Sandler O'Neill. The topic often arises when management is asked about Wintrust's stagnant and relatively high efficiency ratio. The ratio was at 69.02% at March 31, rising slightly from a quarter earlier as mortgage cuts lagged lower revenue in that business.
"They're resistant to not having the local names reflect the local community," Milsaps says. "I've often thought overall that a [single] brand in a city like Chicago or any other high-density area is important. They've had a lot of success with things like the commercial business and this might be a more-efficient use of their marketing dollars."
An expansion of the Wintrust brand runs parallel to the company's expansion deeper into the heart of Chicago. The company built its Windy City presence
Wintrust has been a
Part of the motivation to consolidate the brand in Chicago reflects the younger population of the city, Doubleday says. Though older suburbanites might appreciate Wintrust's hyperlocal presence, younger city dwellers crave convenience.
Wintrust's
"But the thing about Gen Y, is that just about everything you say about them can be contradictory," Yarrow adds. "They might want convenience, but they also appreciate doing business with local businesses."