CIBC launches second phase of national brand advertising campaign

Real CIBC employees tell what they do to help clients in three new national TV ads

TORONTO , Jan. 25 /CNW/ - CIBC (TSX, NYSE: CM) today launched the second phase in its successful national TV brand advertising campaign showcasing more CIBC employees talking about their experiences working with their clients. These three new 30-second commercials in French and English feature 27 CIBC employees from across Canada sharing their stories of 'what they did today' for their clients.

"We're very pleased with the success of this campaign which spotlights the commitment our employees demonstrate every day to their clients and communities," said Stephen Forbes , Executive Vice-President of CIBC Marketing, Communications and Public Affairs. "This campaign speaks to the strength of our brand, the pride our employees feel in their work and the values we share as an organization."

The first phase of CIBC's brand advertising campaign which aired in October 2009 showcased CIBC employees as they talked about 'who they are here for'. This second phase builds on that commitment as employees share examples of 'what they did today' to help their clients achieve what matters to them.

Employee and client response to CIBC's brand advertising has been overwhelmingly positive. Focus group research conducted for CIBC by IPSOS showed that viewers came away with an enhanced understanding of the broad range of solutions and advice available to meet diverse client needs and situations. "Several focus group participants even recognized employees from their local branch which added real resonance," added Forbes.

The new commercials will run for five weeks beginning January 25, 2010 , during major shows in English Canada such as CTV News at Six, Dancing with the Stars, Grey's Anatomy, Ghost Whisperer, FlashPoint, Desperate Housewives, the Amazing Race, and many more over the coming weeks. In French, the commercials will run on Le Banquier, Occupation Double, Salut Bonjour, Le Telejournal, Ricardo and many more throughout the duration of the campaign.

CIBC (CM: TSX;NYSE) is a leading North American financial institution with nearly 11 million personal banking and business clients. CIBC offers a full range of products and services through its comprehensive electronic banking network, branches and offices across Canada , in the United States and around the world. You can find other news releases and information about CIBC in our Press Centre on our corporate website at www.cibc.com.

For further information: Media contact: Doug Maybee, Director, External Communications and Media Relations, [phone] or [email protected]