PNC Bank 2011 Annual Report Download - page 8

no better leader than Joe given his tremendous banking knowledge and his history of excellence in
every role he has had at the firm. Neil Hall, who has overseen our retail distribution system since
2005, will now manage Retail Banking. And last year we recruited Mike Lyons to lead our Corporate
& Institutional Bank.
Maintaining Our Reputation Public outreach has helped sustain our reputation
as a strong and reliable bank in spite of the difficult environment. In fact earlier this month, we were
ranked second on Fortune’s list of most-admired companies in the category of superregional banks.
Awareness of our brand has been enhanced since the beginning of the Achievement advertising
campaign in 2010, rising from 57 percent to 74 percent today.
A good reputation could not be more important in this environment, and while our reputation is solid,
the industry as a whole is under intense scrutiny. Trust has plummeted from about 70 percent of the
public saying they had confidence in financial services companies in 2008 to about 25 percent in 2011.
PNC is working to restore confidence in America’s financial institutions. We have joined with others
to form the Partnership for a Secure Financial Future. The Partnership is committed to raising
awareness of the vital role the financial services industry plays in growing the nation’s economy,
creating new jobs and supporting small businesses.
Similarly, PNC has committed to renewed efforts at the state and local level that have enhanced
coordination between PNC and community leaders working on topics such as economic
development and mortgage servicing practices.
Giving Back to the Community PNC has continued to deliver for its
communities. Overall, we contributed nearly $69 million to strengthen and enrich the lives of
those in the places where we had a significant presence in 2011.
Importantly, we met our original $100 million goal for Grow Up Great by mid-2011, two years earlier
than expected. In just eight years, we have helped more than a million children under age five
prepare for school and life. We followed that success by expanding Grow Up Great in 2011. Today,
this is a $350 million initiative that will also kick off in the Southeast as PNC builds its presence there.
PNC knows something about building. We have more environmentally friendly buildings LEED-
certified by the U.S. Green Building Council than any company on Earth. Our most remarkable
building is yet to come. In May, we announced that PNC would undertake the construction of a new
headquarters. We expect The Tower at PNC Plaza, at the same intersection where PNC is currently
located, to be the most energy efficient office building in the world when it opens in 2015.
PNC earned another “Outstanding” Community Reinvestment Act rating from our regulators in
2011. And we believe we are an outstanding company, working hard for shareholders, customers,
employees and communities.