Wright-Patt Credit Union, Ohio’s largest credit union, just hired Cactus as its agency of record to refresh a brand that’s been around for nearly 100 years.
“Wright-Patt Credit Union doesn’t just say it puts members first—it has built its entire business around that belief,” said Joe Conrad, CEO of Cactus. “We’re helping them turn that credibility into a sharper, more confident brand expression that captures attention, strengthens loyalty, and accelerates growth.”
Wright-Patt wants to express “people helping people” in what Tracy Szarzi-Fors, senior vice president of marketing at Wright-Patt, calls “a more bold, confident way.”
In other words, the philosophy hasn’t changed. The way they talk about it needs to.
“We selected Cactus at an important milestone in our nearly 100-year history because they share our values and brought a clear point of view on how to move our brand forward,” Szarzi-Fors said. “Cactus helped align our internal teams around a clear vision for how Wright-Patt Credit Union shows up today and into the future.”
Cactus will handle brand strategy and positioning, creative development across TV, video, radio, out-of-home, social, display, and search, plus full-funnel media planning and buying and member journey mapping. The initial creative work launches in June and is based on a concept Cactus presented during the agency pitch. The campaign is designed to strengthen engagement with existing members while introducing Wright-Patt to new audiences in markets they already serve.
For credit unions watching this play out: the tricky part isn’t creating the new brand. It’s protecting the old relationships while building the new ones. Wright-Patt is banking on Cactus to thread that needle.