Authors/Film & TV

Published on May 29th, 2015 | by Jameelah "Just Jay" Wilkerson


Wells Fargo’s ‘Why I Work’ campaign features Grammy winner Melanie Fiona on TV One

Campaign to Highlight Work of Grammy Award-winning Singer, Melanie Fiona, University of Phoenix Executive, Byron Jones and Photographer & Philanthropist, Jamaica Gilmer

Wells Fargo & Company (NYSE: WFC) has engaged One Solution, to produce a 360-degree cross-platform campaign aimed at raising brand awareness among adult African American consumers nationwide entitled “Why I Work”. The “Why I Work” campaign is propelled by an in-depth look at the personal stories of phenomenal African Americans and the purpose that fuels their hard work. Two-time Grammy winning R&B/Soul singer Melanie Fiona, University of Phoenix CFO, Byron Jones, and Founder & Co-Director of The Beautiful Project, Jamaica Gilmer who will be featured in this campaign through long-form vignettes which will air exclusively on TV One.

Said Wells Fargo Candace McCullom, VP, marketing program manager, “We look forward to working closely with One Solution and the entire Radio One family to help demonstrate our understanding and appreciation for the hard working individuals that make up our collective communities. One Solution’s deep understanding of this demographic makes them the right partner to help us engage and develop a stronger dialogue with African Americans across the country.”

Noted One Solution President Detavio Samuels, “Building trust when it comes to personal financial needs is paramount to a successful relationship. This is why the campaign we’ve devised and the content One Solution is producing for Wells Fargo will feature real, relatable consumers. They’ll speak candidly about their own workplace experiences and needs, allowing a natural connection to develop between Wells Fargo and the Black audience we know so well.”

In addition to the vignettes, One Solution will also develop and produce ancillary “Why I Work”-themed content including a Wells Fargo brand integrated segment for TV One’s News One Now with Roland Martin (series featuring African Americans), a robust branded digital destination hub which will be housed on and radio vignettes that will be heard across the country on Radio One’s owned or operated local stations in the urban markets of St. Louis, Charlotte, Wash DC, Houston and Atlanta. One Solution will also employ the Interactive One-managed Instant Influence service which will leverage celebrity, publisher, blogger and local radio social media feeds to help share and extend the reach of this content. Post campaign, One Solution will conduct a robust, custom research study aimed at evaluating the effectiveness of the integration in driving brand awareness, purchase consideration and overall brand equity for Wells Fargo with the African American consumer.

About Wells Fargo:

Wells Fargo & Company (NYSE: WFC) is a nationwide, diversified, community-based financial services company with $1.7 trillion in assets. Founded in 1852 and headquartered in San Francisco, Wells Fargo provides banking, insurance, investments, mortgage, and consumer and commercial finance through more than 8,700 locations, 12,500 ATMs, the internet ( and mobile banking, and has offices in 36 countries to support customers who conduct business in the global economy. With approximately 266,000 team members, Wells Fargo serves one in three households in the United States. Wells Fargo & Company was ranked No. 29 on Fortune’s 2014 rankings of America’s largest corporations. Wells Fargo’s vision is to satisfy all our customers’ financial needs and help them succeed financially.

About One Solution:

One Solution is the cross-platform sales and integrated marketing arm of Radio One, Inc. (NASDAQ: ROIA and ROIAK []), combining the Company’s radio, television and digital platforms with social media and live events to reach and engage with urban consumers. Launched in 2008, One Solution enables top-tier advertisers to build meaningful connections to Black Americans – a demographic projected to have $1.1 trillion in buying power, according to Nielsen – by utilizing the dynamics of Radio One’s media properties. These include 54 owned and/or operated local radio stations in 16 urban markets in the U.S.; syndicated, national radio programming, through a controlling interest in Reach Media, Inc. (; Interactive One (, the fastest growing and definitive digital resource for Black and Latin Americans, operating a number of branded sites including News One (news), The Urban Daily (men), Hello Beautiful (women), Global Grind (Millennials) and social networking websites such as BlackPlanet and MiGente; and TV One, LLC (, a cable/satellite network programmer serving more than 57 million households, offering a broad range of real-life and entertainment-focused original programming, classic series, movies and music designed to entertain, inform and inspire a diverse audience of adult Black viewers.

About the Author

Publisher and CEO of The Hype Magazine. Follow me on Twitter @HypeJustJay

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