Valley National Bank has introduced a new brand campaign called “That’s How” as it approaches its 100th anniversary in 2027. The initiative highlights the bank’s origins as a local community institution, established in 1927, while also emphasizing its ongoing development and commitment to customers.
The central theme of the campaign is to address common financial questions people face, such as buying a home, growing a business, or planning for the future. Valley positions itself as a partner that provides insight and experience to help clients make informed decisions.
The campaign will be visible through various media channels including out-of-home advertising, streaming television, digital platforms, search engines, and social media. A key part of the launch is an eight-week advertising presence at Secaucus Junction Train Station starting February 26. As one of New Jersey’s major transit centers serving thousands of commuters daily and connecting most of the state’s rail lines, this location offers significant exposure to both local residents and those traveling to New York City.
“At Valley, banking has always been personal,” said Ira Robbins, CEO. “For nearly a century, we’ve built this institution relationship by relationship by showing up for our clients, our communities, and the moments that matter most in their lives. As we approach our 100-year anniversary, ‘That’s How’ reflects both where we’ve come from and where we’re going. In a world shaped by volatility, digitization, and trust fatigue, relationship-led, anticipatory service is not a differentiator, it’s the standard people deserve. This campaign reinforces our belief that the strongest outcomes are built on trust, understanding, and a shared commitment to helping people turn ambition into action.”
Collyn Gilbert, executive vice president and chief strategy & marketing officer at Valley National Bank added: “Valley has been dedicated to putting human understanding at the center of everything we do for almost 100 years. This campaign is not just a reflection of our legacy, it’s a proud statement that in today’s financial landscape we have the opportunity to ‘own the middle,’ a banking category that has become increasingly scarce. We offer personalized care with the resources to help you achieve nearly any ambition. This is the moment for us to show people that they don’t have to choose between scale and service. We can give them both.”
