Doner has been named creative agency of record for Navy Federal Credit Union following a competitive review that began in February.
The Detroit-based Stagwell agency will lead creative strategy across the Navy Federal brand, with a focus on brand and product marketing, new member acquisition, and building stronger affinity and loyalty among existing members.
Navy Federal Credit Union is the world’s largest credit union, serving more than 15 million members worldwide. The not-for-profit financial institution serves military members, veterans, and their families.
“We were looking for a partner that brought together sharp strategic thinking, standout creativity and a genuine awareness of the communities we serve as they navigate an increasingly complex financial ecosystem,” said Pam Piligian, Chief Marketing Officer at Navy Federal Credit Union. “Throughout the review process, Doner demonstrated a strong grasp of the challenges and opportunities everyday Americans, including the military and their families, are facing. We’re excited to work together to build momentum for the Navy Federal brand and carry it forward toward an even more successful future.”
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As agency of record, Doner will develop creative solutions across Navy Federal’s portfolio of products and services, helping the brand connect with existing members while introducing it to new audiences through strategic creative work.
“Navy Federal Credit Union has built one of the most trusted brands in financial services by putting its members first,” said Craig Conrad, President and Chief Operating Officer at Doner. “That’s the kind of brand we’re passionate about partnering with. Our team understands the values, aspirations and everyday realities of Americans across the country, and we’re excited to help Navy Federal tell the stories that honor its legacy while inspiring its next chapter of growth.”
The account win follows Doner’s strategic alliance with Colle McVoy to form DonerColle Partners, a combined offering that brings strategy, creative, media, production and AI-powered innovation to brands looking to deepen relationships with consumers.
Doner and Navy Federal officially begin work together this month. Initial creative is expected to launch in the fourth quarter.
