DENVER, July 13, 2026 – Cactus announced the launch of its first campaign for Wright-Patt Credit Union, Inc. (WPCU), the largest credit union in Ohio. “Banking Done Wright” marks the debut creative work from Cactus following its appointment as WPCU’s Integrated Agency of Record earlier this year, and introduces a bold new brand platform to audiences across Central and Southwest Ohio.
Unexpected fees. High borrowing costs. Financial institutions that can leave consumers feeling overlooked and underserved. The “Banking Done Wright” campaign is built around a simple, urgent truth: everyday Ohioans need an advocate — one that will take a stand on their behalf and prioritize people ahead of profits. The campaign calls out the financial industry’s inclination to serve itself, and contrasts it directly with WPCU’s member-first mission, positioning the credit union not just as a refreshing banking alternative, but as a lifelong financial partner committed to serving members’ needs and solving their problems.
The campaign deliberately avoids the soft, feel-good nature typical of financial services advertising. The tone is bold and proud — an act of advocacy for members, not a declaration of war on competitors. It stands up for what’s ‘Wright’ without being overly combative or antagonistic.
“Wright-Patt Credit Union has spent nearly 100 years building something genuinely different from a big bank, and it was time for their marketing to say so proudly,” said Joe Conrad, CEO of Cactus. “This campaign stands up for the everyday Ohioan and makes it strikingly clear that there’s a better way to bank.”
“This campaign reflects who we really are — a financial institution that genuinely puts members first,” said Tracy Szarzi-Fors, Senior Vice President of Marketing at Wright-Patt Credit Union. “It allows us to tell our story in a more distinctive and relevant way, helping more Ohioans understand what makes Wright-Patt Credit Union different.”
A key objective of the campaign is closing significant awareness gaps in Columbus, where WPCU is largely unknown to non-members, and combating the widespread misconception that membership is limited to military personnel or Dayton-area residents. The work is designed to increase awareness, strengthen relevance with consumers evaluating their financial options, and drive favorability and member acquisition across key products including checking, mortgages, and credit cards.
“Banking Done Wright” launches July 13 across television, radio, out-of-home, digital, and social media, running through the end of 2026.
