KEYCORP LAUNCHES FIRST NATIONAL AD CAMPAIGN FOR MCDONALD FINANCIAL GROUP

"Feeling confined when it comes to diversifying your portfolio? Maybe it's time for a broader perspective."

Cleveland, OH - April 24, 2003 - KeyCorp, one of the nation's largest bank-based financial services companies with assets of more than $86 billion, rolls out a national brand advertising campaign this week introducing McDonald Financial Group (MFG), a unit of KeyCorp focused on integrating financial planning, banking, trust and investment advice and services to the affluent market. MFG, launched in early 2003, brings together the capabilities of the former Key PrivateBank and McDonald Investments' Private Client Group. The multimedia campaign supports MFG's broad, integrated, objective approach for comprehensive financial services.

The work, featuring four 30-second television spots, radio and national print advertisements, is the first national advertising campaign launched by KeyCorp targeted to the affluent market. The campaign uses client-focused situation/solution scenarios to address specific needs and introduces MFG as "bringing the most trusted names in banking, trust and investments together."

Television spots and print ads suggest one may feel "confined" or "overwhelmed" in today's financial environment, presenting MFG's "broader prospective" as the solution for the individual who wants guidance, personalized service, trusted expertise and the best product selection to meet their financial needs, giving them peace of mind. The campaign reinforces MFG's commitment toward providing unique, uncommon solutions with a more secure financial strategy backed by fully integrated thinking.

In one television spot, the camera pans a tastefully appointed den and zooms in on a bookshelf where the viewer sees a hamster running on its wheel, the source of a loud squeaking sound. The voiceover asks, "Feeling confined when it comes to diversifying your portfolio? Maybe it's time for a broader perspective. Introducing McDonald Financial Group."

"MFG offers clients multiple financial services and disciplines from an established bank and brokerage firm through an integrated financial plan - unique among today's service providers," said Robert G. Jones, CEO of McDonald Investments, Inc. and head of McDonald Financial Group. "The launch of this national advertising campaign will help us carry that message to our clients and prospects in a compelling way."

Columbus, Ohio-based Gerbig, Snell/Weisheimer, KeyCorp's advertising agency of record, produced the campaign. Media plans support 14 markets in KeyCorp's major franchise markets based upon the high net worth/wealth management category and business development opportunity indexes.

Television spots for the fully integrated campaign began airing this week in prime time on West Wing, The Guardian, Without a Trace, The Practice, CSI and CSI Miami. Print ads appear next month in national publications such as The Wall Street Journal and business and financial publications such as Business Week, Time, Forbes, Fortune and Newsweek and in lifestyle publications including Vanity Fair, Food and Wine and InStyle magazines.

"We've taken a nontraditional approach to financial services advertising in creating this national, multifaceted campaign introducing MFG and distinguishing it from the competition," said Karen Haefling, chief marketing officer with KeyCorp. "The campaign effectively drives the MFG positioning using unexpected, yet compelling metaphors as a way to relate to consumers' situations with impact and integrity - and it shows how MFG brings our affluent clients a single, integrated perspective on finances."

About McDonald Financial Group

McDonald Financial Group offers comprehensive financial services to affluent individuals from 87 offices in 15 states. As part of Cleveland-based KeyCorp (NYSE: KEY), McDonald Financial Group combines the capabilities of McDonald Investments Inc.'s Private Client Group, member NASD/NYSE/SIPC, and Key PrivateBank. McDonald Financial Group, offers banking, estate planning, financial planning, retirement planning, brokerage, trust, individual asset management, insurance advice and services, and charitable giving counsel.