News Releases

Comerica Unveils

DETROIT/February 28, 2002 - Comerica’s first ad campaign featuring renown broadcaster and author Mort Crim kicks off Monday, March 4.

Crim can be heard in radio spots for the "Simplicity" campaign, which will run through May 3. The campaign, which also includes print advertising, focuses on the assistance Comerica can provide consumers to help them navigate through often complex financial decisions.

"We know that our customers lead busy, complicated lives and sometimes feel overwhelmed by the array of financial choices available," explained Karen Mulvahill, senior vice president, Corporate Marketing. "The message of this campaign is that Comerica can help consumers understand and choose the right set of products to fit whatever their needs may be."

"Our goal is to help customers simplify their finances." explained Dawn Aronoff, first vice president, Retail Product Management. "The service and counsel offered by our sales staff, coupled with our comprehensive array of products, positions us to make banking easier for consumers who are looking to save, borrow or invest."

Crim, a 35-year broadcasting veteran, entered into a three-year agreement with Comerica in January to help the company promote its "hometown bank" image in ads and other marketing initiatives.

The Simplicity ads will be broadcast or published in Southeast Michigan, Ann Arbor, Battle Creek, Grand Rapids, Jackson, Kalamazoo, Lansing, Midland and Muskegon. Products promoted in the ads include Access Checking, which has no maintenance or transaction fees if you own a home, direct deposit your paycheck into your account, or maintain a $500 minimum balance; Home Equity Flexline, which currently has a special introductory rate; IRAs and investments. A director's clip of the radio ads can be heard by clicking here: Mort Crim audio.

Comerica Incorporated (NYSE: CMA) is a financial services company focused on business banking and asset gathering. Through its more than 500 customer-service locations, including branch, lending and investment offices, Comerica helps businesses and people be successful. Comerica is ideally positioned to deliver high quality financial services in Michigan, California and Texas, as well as in Florida, 19 other states, Canada and Mexico. Comerica has an investment services affiliate, Munder Capital Management, ranked among the top 5 percent of money managers worldwide. Comerica reported total assets of $51 billion at December 31, 2001.

Media Contact:
Kathleen A. Pitton
(313) 222-4916