CHARLOTTE, NC: GMAC Financial Services has launched a PR and marketing campaign to promote the rebranding of its online bank, now called Ally Bank. The new brand was launched May 15.

The campaign takes a three-pronged approach that includes outreach to current bank customers, building awareness among prospective customers, and communications to the employee base, according to Sue Mallino, executive director of global communications at GMAC. The outreach effort includes both PR and advertising.

GMAC enlisted CJP Communications ...