Valley Bank’s ‘That’s How’ Campaign Takes People’s Needs at Heart

On Jan 14, 2026

Valley National Bank has launched a new go-to-market brand campaign, “That’s How,” marking an evolution of the bank’s identity as it approaches its 100-year anniversary in 2027. The campaign honors Valley’s roots as a local community bank founded in 1927 while signaling the bank’s continued growth into the future.

According to the bank, at the heart of the campaign is an anthem built around the everyday questions people ask themselves: How can I buy a home? How can I grow my business? How can I plan for what’s next? “That’s How” positions Valley as the partner with the insight, experience, and human understanding to provide the answers, giving people the confidence and freedom to move forward.

The launch features a high-impact, multi-channel media strategy across out-of-home, streaming TV, digital, search, and social platforms. A signature event of the launch is the takeover of Secaucus Junction Train Station for eight weeks, starting on February 26. As one of New Jersey’s busiest transit hubs, connecting 10 of the state’s 11 rail lines, Secaucus Junction serves thousands of daily commuters and offers unmatched visibility to both local and NYC-bound audiences.

“At Valley, banking has always been personal,” said Ira Robbins, CEO. “For nearly a century, we’ve built this institution relationship by relationship by showing up for our clients, our communities, and the moments that matter most in their lives. As we approach our 100-year anniversary, ‘That’s How’ reflects both where we’ve come from and where we’re going. In a world shaped by volatility, digitization, and trust fatigue, relationship-led, anticipatory service is not a differentiator, it’s the standard people deserve. This campaign reinforces our belief that the strongest outcomes are built on trust, understanding, and a shared commitment to helping people turn ambition into action.”

“Valley has been dedicated to putting human understanding at the center of everything we do for almost 100 years,” said Collyn Gilbert, executive vice president, chief strategy & marketing officer. “This campaign is not just a reflection of our legacy, it’s a proud statement that, in today’s financial landscape, we have the opportunity to ‘own the middle,’ a banking category that has become increasingly scarce. We offer personalized care with the resources to help you achieve nearly any ambition. This is the moment for us to show people that they don’t have to choose between scale and service. We can give them both.”

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