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Austin Williams Named Creative Agency of Record for Community First Credit Union of Florida

“Just be” campaign will serve as cornerstone of 2021 multimedia marketing rollout.


Hauppauge, NY (May 6, 2021) Leading advertising, branding and digital marketing agency Austin Williams (AW) announced today it has been named creative agency of record for Community First Credit Union of Florida

Community First Credit Union of Florida selected AW as its partner over several competing agencies to develop a new brand campaign that just launched at the start of May. The campaign is designed to drive brand awareness and reflect a new positioning that is the culmination of a research, brand strategy and creative development initiative undertaken by the credit union over the last two years.

“Our pitch included both capabilities and speculative creative executed against the brand’s new strategic platform and ‘Just be yourself’ tagline,” said Rick Chiorando, CEO and chief creative officer for Austin Williams. “The combination of great chemistry and great creative helped us win the business—and did so by a unanimous vote of its marketing team.” 

“Our campaign concept brands the new ‘Just be yourself’ tagline, bringing it front and center as an anthemic rallying cry,” said Jennifer Forgét, vice president, client engagement, who led the winning team. “The campaign shows the common values shared by the credit union and its audience, which are based on authenticity, acceptance and ease of banking, so people who choose Community First can feel confident to just be themselves.”

“‘Just be yourself’ is more than a tagline—it reinforces Community First’s member-focused culture,” said Roger Rassman, chief marketing officer at Community First. “Our credit union especially values authenticity and transparency with employee and member relationships. ‘Just be yourself’ communicates that commitment.”

The campaign is featured on television, radio and various digital platforms including streaming and social. 


Community First Credit Union of Florida is a state-chartered credit union based in Jacksonville serving anyone who lives or works on the First Coast. Community First is one of the 10 largest credit unions in the state, serving more than 153,000 members, with assets of $2.2 billion. Community First has 19 locations and 340 employees. A not-for-profit, Community First is a full-service financial institution offering banking, loans, mortgages and investments for consumers and businesses across the First Coast.


About Austin Williams

Austin Williams is a full-service marketing, digital and public relations firm, creating ideas that inspire action for clients in the healthcare, higher education, financial services and professional services industries. Certified as a Women Business Enterprise (WBE) by the State of New York and the City of New York, the Long Island-based firm was founded in 1992 and was named one of the 100 fastest-growing agencies in the nation. In 2017, it was listed as a Great Place to Work by the institute that creates the annual Fortune 100 Great Places to Work list and received distinction as a member of the Inc. 5000 as well as a Newsday Great Place to Work (2020).  


Vice President, Public Relations


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