ASSOCIATED BANC-CORP
11-K, 1999-06-30
STATE COMMERCIAL BANKS
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                     SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                    FORM 11-K


(X) ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT
    OF 1934


                   For the fiscal year ended December 31, 1998


                                       OR


( ) TRANSITION  REPORT PURSUANT TO SECTION 15(d) OF THE SECURITIES  EXCHANGE ACT
    OF 1934 (NO FEE REQUIRED)


                        For the transition period from to


              Commission file number 0-5519 (Associated Banc-Corp)


A. Full title of the plan and the address of the plan, if different from that of
   the issuer named below:


         ASSOCIATED BANC-CORP PROFIT SHARING AND RETIREMENT SAVINGS PLAN


B. Name of issuer of the securities held pursuant to the plan and the address of
   its principal executive officer:


                              ASSOCIATED BANC-CORP
                            1200 Hansen Road (54304)
                                 P.O. Box 13307
                         Green Bay, Wisconsin 54307-3307



<PAGE>



                                   SIGNATURES


Pursuant  to the  requirements  of the  Securities  Exchange  Act of  1934,  the
Associated  Banc-Corp  Retirement  Program Committee has duly caused this Annual
Report to be signed on its behalf by the undersigned hereunto duly authorized.


                                     ASSOCIATED BANC-CORP
                                     PROFIT SHARING AND RETIREMENT SAVINGS PLAN


                                     /s/ James A. Noffke
                                     ------------------------------------------
                                         James A. Noffke, Chairman
                                         Retirement Program Committee



<PAGE>



                              ASSOCIATED BANC-CORP
                   PROFIT SHARING AND RETIREMENT SAVINGS PLAN

                       Financial Statements and Schedules

                           December 31, 1998 and 1997

                   (With Independent Auditors' Report Thereon)





<PAGE>
                              ASSOCIATED BANC-CORP
                   PROFIT SHARING AND RETIREMENT SAVINGS PLAN

                                TABLE OF CONTENTS

- --------------------------------------------------------------------------------

                                                                         Page(s)
- --------------------------------------------------------------------------------

Independent Auditors' Report

Statement of Net Assets Available for Plan Benefits, December 31, 1998

Statement of Net Assets Available for Plan Benefits, December 31, 1997

Statement of Changes in Net Assets Available for Plan Benefits,
     Year Ended December 31, 1998

Statement of Changes in Net Assets Available for Plan Benefits,
     Year Ended December 31, 1997

Notes to Financial Statements

Item 27a - Schedule of Assets Held for Investment Purposes,
December 31, 1998

Item 27d - Schedule of Reportable Transactions, Year Ended
December 31, 1998







<PAGE>


                          Independent Auditors' Report

The Board of Directors
Associated Banc-Corp
Profit Sharing and Retirement Savings Plan:

We have audited the  accompanying  statements  of net assets  available for plan
benefits of Associated  Banc-Corp  Profit  Sharing and  Retirement  Savings Plan
(Plan) as of December 31, 1998 and 1997,  and the related  statements of changes
in net  assets  available  for plan  benefits  for the years then  ended.  These
financial  statements  are the  responsibility  of the  Plan's  management.  Our
responsibility  is to express an opinion on these financial  statements based on
our audits.

We  conducted  our  audits  in  accordance  with  generally   accepted  auditing
standards.  Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of material
misstatement.  An audit includes examining, on a test basis, evidence supporting
the amounts and disclosures in the financial statements.  An audit also includes
assessing the  accounting  principles  used and  significant  estimates  made by
management,  as well as evaluating the overall financial statement presentation.
We believe that our audits provide a reasonable basis for our opinion.

In our opinion,  the financial  statements  referred to above present fairly, in
all material respects, the net assets available for plan benefits of the Plan as
of December 31, 1998 and 1997, and the changes in net assets  available for plan
benefits  for the  years  then  ended  in  conformity  with  generally  accepted
accounting principles.

Our audits  were  performed  for the  purpose of forming an opinion on the basic
financial statements taken as a whole. The supplemental schedules of assets held
for investment purposes as of December 31, 1998 and reportable  transactions for
the year then ended are presented for the purpose of additional analysis and are
not a required part of the basic  financial  statements,  but are  supplementary
information  required by the  Department  of Labor's Rules and  Regulations  for
Reporting and Disclosure  under the Employee  Retirement  Income Security Act of
1974. The Fund  Information  in the statements of net assets  available for plan
benefits and the statements of changes in net assets available for plan benefits
is presented for purposes of additional  analysis rather than to present the net
assets  available for plan benefits and changes in net assets available for plan
benefits of each fund. The supplemental schedules and Fund Information have been
subjected  to the  auditing  procedures  applied  in  the  audits  of the  basic
financial  statements  and, in our  opinion,  are fairly  stated in all material
respects in relation to the basic financial statements taken as a whole.

                                            /s/ KPMG LLP

June 21, 1999



<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Statement of Net Assets Available for Plan Benefits
December 31, 1998
<TABLE>
- ------------------------------------------------------------------------------------------------------------------------------------
                                                                                   Associated
                                                       Intermediate  Diversified   Banc-Corp       Self-
                             Balanced   Money Market    Term Bond       Stock       Common        Directed
                               Fund         Fund          Fund          Fund       Stock Fund      Funds        Other        Total
- ------------------------------------------------------------------------------------------------------------------------------------
Assets:
 <S>                       <C>            <C>           <C>           <C>         <C>            <C>         <C>        <C>
 Investments:
  Common trust funds       $45,776,063    17,392,659    10,948,504    66,018,112          ---    3,690,665         ---  143,826,003
  Common stocks                    ---           ---           ---           ---  115,772,009      406,010         ---  116,178,019
  Loans to participants            ---           ---           ---           ---          ---          ---   1,955,305    1,955,305
- ------------------------------------------------------------------------------------------------------------------------------------
Total Investments          $45,776,063    17,392,659    10,948,504    66,018,112  115,772,009    4,096,675   1,955,305  261,959,327

Cash and cash equivalents      144,762        36,891        37,133       284,123      335,445       64,284      17,257      919,895
Accrued interest and
 dividends receivable                                                                                1,949         185        2,134
Cash surrender value of
 insurance                         ---           ---           ---           ---          ---                  429,360      429,360
Employer contribution
 receivable                  1,342,303       804,184       350,165     2,469,042    3,705,302          ---         ---    8,670,996
Loan payments receivable                                                                               ---     (39,062)     (39,062)
Other                           14,731           580        52,645         6,588       (3,901)         ---     (17,442)      53,201
- ------------------------------------------------------------------------------------------------------------------------------------
Net assets available for
 plan benefits             $47,277,859    18,234,314    11,388,447    68,777,865  119,808,855    4,162,908   2,345,603  271,995,851
====================================================================================================================================
</TABLE>
See accompanying notes to financial statements
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Statement of Net Assets Available for Plan Benefits
December 31, 1997
<TABLE>
- ------------------------------------------------------------------------------------------------------------------------------------
                                                                                   Associated
                                          Principal      Fixed         Common      Banc-Corp       Self-
                             Balanced    Preservation    Income        Stock        Common        Directed
                               Fund         Fund          Fund          Fund       Stock Fund      Funds        Other        Total
- ------------------------------------------------------------------------------------------------------------------------------------
Assets:
<S>                        <C>             <C>           <C>          <C>          <C>            <C>         <C>       <C>
 Investments:
  Common trust funds      $ 4,468,401            ---       846,690    42,139,494          ---    3,444,245         ---   50,898,830
  Government securities    11,631,389            ---       951,072           ---          ---          ---         ---   12,582,461
  Corporate bonds                 ---            ---     1,526,478           ---          ---          ---         ---    1,526,478
  Common stocks            14,326,039            ---           ---           ---   41,973,388      410,834         ---   56,710,261
  Loans to participants           ---            ---           ---           ---          ---          ---     484,487      484,487
- ------------------------------------------------------------------------------------------------------------------------------------
Total Investments         $30,425,839            ---     3,324,240    42,139,494   41,973,388    3,855,079     484,487  122,202,517

Cash and cash equivalents     648,835      5,827,754     1,866,209          (552)     231,733       44,321     149,494    8,767,794
Accrued interest and
 dividends receivable         203,640         26,599        38,261            38        1,306        2,286       1,237      273,367
Cash surrender value of
 insurance                        ---            ---           ---           ---          ---          ---     429,360      429,360
Employer contribution
 receivable                   915,570        380,509       229,616     1,491,158    1,513,521          ---         ---    4,530,374
Participant contributions
 receivable                    40,973          9,785         9,496        67,810       71,339          ---    (117,724)      81,679
Due from (to) other funds      26,313        (30,692)       (4,398)        9,425        2,023          ---      (2,671)         ---
Other                          (2,862)          (536)         (479)       (3,857)      (3,863)        (636)       (459)     (12,692)
- ------------------------------------------------------------------------------------------------------------------------------------
Net assets available for
 plan benefits            $32,258,298      6,213,419     5,462,945    43,703,516   43,789,447    3,901,050     943,724  136,272,399
====================================================================================================================================
</TABLE>
See accompanying notes to financial statements
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Statement of Changes in Net Assets Available for Plan Benefits
Year Ended December 31, 1998
<TABLE>
- ------------------------------------------------------------------------------------------------------------------------------------
                                                                                   Associated
                                                      Intermediate  Diversified    Banc-Corp       Self-
                             Balanced   Money Market   Term Bond       Stock        Common        Directed
                               Fund         Fund          Fund         Fund        Stock Fund      Funds        Other        Total
- ------------------------------------------------------------------------------------------------------------------------------------
Additions:
<S>                       <C>             <C>          <C>            <C>         <C>            <C>         <C>        <C>
Investment Income:
 Appreciation
  (depreciation) in
   fair value of
   investments            $ 5,915,187        334,719       719,827    10,247,817  (33,471,625)     502,619         ---  (15,751,456)
 Interest and dividends       103,963        284,619        39,374         5,627    3,527,745       30,461     174,918    4,166,707
- ------------------------------------------------------------------------------------------------------------------------------------
 Subtotal                   6,019,150        619,338       759,201    10,253,444  (29,943,880)     533,080     174,918  (11,584,749)

Participant contributions     932,988        268,841       238,662     1,803,911    2,475,442          ---         ---    5,719,844
Employer contributions      1,342,303        804,184       350,165     2,469,042    3,705,302          ---         ---    8,670,996
Rollover contributions        262,407         53,269        29,685       353,103      347,620          ---         ---    1,046,084
Interfund transfers          (920,237)     5,847,136     2,744,068      (855,492)  (6,138,910)         ---    (646,565)         ---
Other                             ---            ---           ---           ---          ---          636      (4,302)      (3,666)
Transfer of net assets
  from other plans          9,891,469      7,144,700     2,552,588    16,017,253  112,851,148          ---   2,090,259  150,547,417
- ------------------------------------------------------------------------------------------------------------------------------------
Total additions           $17,528,081     14,737,468     6,674,369    30,011,260   83,296,722      533,716   1,614,310  154,395,926

Deductions:
 Distribution to
  participants              2,333,094      2,687,220       721,939     4,662,362    7,205,950      260,550     212,431   18,083,546
 Administrative expenses      175,426         29,353        26,928       274,549       71,364       11,308         ---      588,928
- ------------------------------------------------------------------------------------------------------------------------------------
Total deductions          $ 2,508,520      2,716,573       748,867     4,936,911    7,277,314      271,858     212,431   18,672,474

Net increase (decrease)
 in net assets available
  for plan benefits        15,019,561     12,020,895     5,925,502    25,074,349   76,019,408      261,858   1,401,879  135,723,452
Net assets available for
 plan benefits:
 Beginning of year         32,258,298      6,213,419     5,462,945    43,703,516   43,789,447    3,901,050     943,724  136,272,399
- ------------------------------------------------------------------------------------------------------------------------------------
End of year               $47,277,859     18,234,314    11,388,447    68,777,865  119,808,855    4,162,908   2,345,603  271,995,851
====================================================================================================================================
</TABLE>
See accompanying notes to financial statements
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Statement of Changes in Net Assets Available for Plan Benefits
Year Ended December 31, 1997
<TABLE>
- ------------------------------------------------------------------------------------------------------------------------------------
                                                                                   Associated
                                          Principal      Fixed         Common      Banc-Corp       Self-
                             Balanced    Preservation    Income        Stock        Common        Directed
                               Fund         Fund          Fund          Fund       Stock Fund      Funds        Other        Total
- ------------------------------------------------------------------------------------------------------------------------------------
Additions:
<S>                       <C>              <C>            <C>         <C>          <C>           <C>         <C>        <C>
Investment Income:
 Appreciation
  (depreciation) in
   fair value of
   investments            $ 4,749,736            ---       104,468    10,475,996   14,834,472      666,718         ---   30,831,390
 Interest and dividends       910,633        325,866       325,685        29,646      851,097       30,848      35,961    2,509,736
- ------------------------------------------------------------------------------------------------------------------------------------
Subtotal                  $ 5,660,369        325,866       430,153    10,505,642   15,685,569      697,566      35,961   33,341,126

Participant contributions     651,819        177,446       162,910     1,136,828    1,101,213          ---         ---    3,230,216
Employer contributions        915,570        380,509       229,616     1,491,159    1,513,521          ---         ---    4,530,375
Rollover contributions        253,711         15,096        34,941       144,815      114,171          ---         ---      562,734
Interfund transfers          (890,891)        77,405      (996,498)    2,270,153     (460,169)         ---         ---          ---
Other                         (23,512)       (49,439)       (5,378)        4,186       (3,052)         ---     110,596       33,401
Transfer of net assets
 from other plans             328,719      1,519,275       184,154       756,409      290,930          ---         ---    3,079,487
- ------------------------------------------------------------------------------------------------------------------------------------
Total additions           $ 6,895,785      2,446,158        39,898    16,309,193   18,242,183      697,566     146,557   44,777,339

Deductions:
 Distribution to
  participants                592,537      1,889,996        288,742      940,472    1,204,555      215,694      36,856    5,168,852
 Administrative expenses      110,470         17,606         22,597      175,147       87,535       11,511       1,251      426,117
- ------------------------------------------------------------------------------------------------------------------------------------
Total deductions          $   703,007      1,907,602        311,339    1,115,619    1,292,090      227,205      38,107    5,594,969

Net increase (decrease)
 in net assets available
 for plan benefits          6,192,778        538,556       (271,441)  15,193,573   16,950,093      470,361     108,450   39,182,370
Net assets available for
 plan benefits:
 Beginning of year         26,065,520      5,674,863      5,734,386   28,509,943   26,839,354    3,430,689     835,274   97,090,029
- ------------------------------------------------------------------------------------------------------------------------------------
End of year               $32,258,298      6,213,419      5,462,945   43,703,516   43,789,447    3,901,050     943,724  136,272,399
====================================================================================================================================
</TABLE>
See accompanying notes to financial statements
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Notes to Financial Statements

December 31, 1998 and 1997

- --------------------------------------------------------------------------------

(1)  Description of the Plan

     The following brief description of the Associated  Banc-Corp Profit Sharing
     and Retirement Savings Plan (Plan) is provided for general information. The
     Plan  contains  both  profit  sharing  provisions  and  retirement  savings
     provisions.  Participants  should refer to the summary plan description for
     more complete information.

     Background

     Associated  Banc-Corp  (Company) has established  the Associated  Banc-Corp
     Profit Sharing and Retirement  Savings Plan, a defined  contribution  plan.
     The  profit  sharing  provisions  of the  Plan  provide  for  discretionary
     employer  contributions.  The  retirement  savings  provisions  of the Plan
     provides  for  employee  contributions  complying  with the  provisions  of
     Internal  Revenue  Code  (Code)  Section  401(k)  as well as  discretionary
     employer  contributions.  The  Plan is  subject  to the  provisions  of the
     Employee Retirement Income Security Act of 1974 (ERISA).

     Plan Mergers

     Assets were merged into the Plan as follows during the years ended December
     31, 1998 and 1997:

     On March 3, 1997, net assets of the  Mid-America  National Bank Savings and
     Investment Plan totaling $86,566 were merged into the Plan.

     On March 18, 1997,  net assets of Farmers and  Merchants  Bank of Reedsburg
     totaling $2,238,065 were merged into the Plan.

     On October 3, 1997,  net assets of the Central Bank 401(K) Savings Plan and
     Trust totaling $756,711 were merged into the Plan.

     During  the  first  quarter  of  1998,   net  assets  of  First   Financial
     Corporation's 401(K) Profit Sharing Plan, totaling $149,857,612 were merged
     into the Plan.

     On April 1, 1998,  the net assets of  Gladstone-Norwood  Trust and  Savings
     Bank 401(K) Plan totaling $689,805 were merged into the Plan.
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Notes to Financial Statements

December 31, 1998 and 1997

- --------------------------------------------------------------------------------

     Participants

     Employees  of the Company and its  subsidiaries  that have adopted the Plan
     are eligible to  participate  in the profit  sharing  provisions and in the
     discretionary  employer retirement savings  contribution  provisions of the
     Plan on the  January  1 of the year in which  1,000  hours of  service  are
     completed. Employees are eligible to participate in the employee retirement
     savings  contribution portion of the Plan immediately upon the date of hire
     if they  are  reasonably  expected  to  complete  1,000  hours  of  service
     annually.  Otherwise,  employees  are eligible to  participate  in the Plan
     immediately after completing 1,000 hours of service in a Plan year.

     Contributions

     In  conjunction  with  the  retirement  savings  provisions  of  the  Plan,
     participants  can elect to  contribute  an amount  between 1% and a maximum
     percentage set by the Retirement  Program  Committee (10% in 1998 and 1997)
     of their  compensation  in  multiples of 1% to the Plan by means of regular
     payroll  deductions.  Participants  are also allowed to contribute  amounts
     qualifying as rollover contributions under Section 402(c)(4) of the Code.

     The Plan provides for discretionary  Company  contributions  under both the
     profit  sharing  and  retirement   saving  provisions  of  the  Plan.  Such
     contributions are allocated to each participant's  account based upon total
     participant's compensation, as defined by the Plan for the year.

     Vesting

     Participants  are 100%  vested  at all  times in their  benefits  under the
     retirement  savings  portion of the Plan.  The  following  is a schedule of
     vesting in the Company's discretionary profit sharing contribution:
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Notes to Financial Statements

- --------------------------------------------------------------------------------
Years of Service                                              Vested Percentage
- --------------------------------------------------------------------------------
Less than three                                                              0%
Three but less than four                                                    20%
Four but less than five                                                     40%
Five but less than six                                                      60%
Six but less than seven                                                     80%
Seven or more                                                              100%
- --------------------------------------------------------------------------------

     The Plan document  specifies that  forfeitures are allocated based upon the
     ratio of each  participant's  compensation  for the plan  year to the total
     compensation of all participants for the respective Employing Unit.

     Investment of Plan Assets

     Participants  have the  right to  direct  that  investments  be made in the
     Balanced Fund, Money Market Fund,  Intermediate Term Bond Fund, Diversified
     Stock Fund,  Associated  Banc-Corp  Common Stock Fund, or a combination  of
     funds.  Plan assets are held in trust with a subsidiary bank of the Company
     (trustee). The following is a brief description of each fund:

     Balanced Fund - Invests  primarily in fixed income  investments  and common
     stocks.  Actual  investments  made by the trustee  are into the  Associated
     Bank, N.A. Balanced Fund.

     Money Market Fund - Invests primarily in U.S. Treasury bills and repurchase
     agreements.  Formerly  known as the  Principal  Preservation  Fund.  Actual
     investments  made by the trustee are into the  Associated  Bank,  N.A. Cash
     Management Fund.

     Intermediate   Term  Bond  Fund  -  Invests   primarily  in  U.S.  Treasury
     obligations,  fixed income  corporate  bonds with a rating of "A" or better
     and high-quality real estate mortgages, and common trust funds with similar
     characteristics.   Formerly   known  as  the  Fixed  Income  Fund.   Actual
     investments made by the trustee are into the Associated Bank, N.A.
     Intermediate Term Bond Fund.

     Diversified Stock Fund - Invests  primarily in common stocks,  common funds
     managed by the Company's  trust  departments,  or mutual funds  expected to
     achieve capital and income growth. Formerly known as the Common Stock Fund.
     Actual investments made by the trustee are into the Associated Bank, N.A.'s
     Regional  Bank,  Capital   Appreciation,   Equity  Income,   Common  Stock,
     Diversified Stock and Foreign Equity Funds.

     Associated  Banc-Corp  Common Stock Fund - Invests in Associated  Banc-Corp
     common stock and cash equivalents.
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Notes to Financial Statements

- --------------------------------------------------------------------------------

     Participants can elect to invest in one of the  aforementioned  funds or in
     10% increments in two or more funds. Participants can change the allocation
     of the Plan accounts once every 90 calendar  days.  Investment  changes are
     transacted by  participants  utilizing the  Company's  Voice  Response Unit
     (VRU).

     Certain participants  previously had the right to maintain a separate trust
     for self-directed  investments.  Current plan provisions do not provide for
     this.

     A participant in the Plan can receive a loan for emergency conditions which
     result  from  medical  expenses  in  the  participant's  immediate  family,
     establishing  or preserving the home in which the participant  resides,  or
     for the purpose of providing an education for the participant,  spouse, and
     children  of the  participant.  Loans  are  limited  to the  lesser  of (1)
     $50,000,  reduced by the excess of the highest outstanding balance of loans
     from the Plan during the one-year  period ending on the day before the date
     on which such loan was made over the outstanding  balance of loans from the
     Plan on the date on  which  such  loan  was  made or (2) 50% of the  vested
     benefit of the participant's account balance. A participant may not request
     a loan for less than $1,000.

     Valuation of Plan Assets

     During  1998 the Plan was changed  from a quarterly  valued plan to a daily
     valued plan. Under a daily valued plan,  participants can change investment
     allocations   and  verify  account   balances  daily   utilizing  the  VRU,
     contributions  are allocated to  participant  accounts  upon  receipt,  and
     income and changes in asset values are immediately updated.

     Distributions

     Distributions  are made in the form of lump-sum payments or payments over a
     period  in  monthly,   quarterly,   semi-annual  or  annual   installments.
     Distributions  must begin no later than 60 days after the close of the plan
     year in which the later of the  participant's  attainment  of age 65 or the
     termination   date  occurs,   unless  the   participant   elects  to  delay
     commencement of the distribution until the April 1 following the attainment
     of age 70 1/2.  Participants  may  withdraw  amounts  for any  reason  upon
     reaching  age 59 1/2.  Earnings  are  credited to a  participant's  account
     through the date of distribution.

     Termination of Plan

     While the Company has not expressed any intent to terminate the Plan, it is
     free to do so at any time subject to the provisions of ERISA.  In the event
     of  termination,  participants  become  fully  vested to the  extent of the
     balance  in  their  account,   including   investment  income  through  the
     termination date.
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Notes to Financial Statements

- --------------------------------------------------------------------------------

     Reclassification

     Certain  1997  amounts in prior  years  report  have been  reclassified  to
     conform with the 1998 presentation.

(2)  Summary of Significant Accounting Policies

     The  accounting  policies  followed  by the  Plan  conform  with  generally
     accepted  accounting  principles  for  such  plans.  The  more  significant
     policies are as follows:

     Basis of Presentation

     The  accompanying  financial  statements  have been prepared on the accrual
     basis.

     Investments

     Investments  are quoted at market  prices.  Securities  for which no quoted
     market price are available are valued at estimated  fair value.  Short-term
     investments are stated at cost, which  approximates fair value. Plan assets
     are held with the trustee.  Purchases and sales of securities  are recorded
     on a trade-date basis.

     Use of Estimates

     The  preparation  of financial  statements  in  conformity  with  generally
     accepted accounting  principles  requires plan administrator  estimates and
     assumptions  that  affect  the  reported  amounts of assets  available  for
     benefits and plan benefit  obligations and disclosure of contingent  assets
     and  liabilities  at the date of the financial  statements.  Actual results
     could differ from those estimates.

(3)  Investments

     The fair value of  investments  that represent 5% or more of the Plan's net
     assets at December 31 are presented in the following table:

                                                       1998            1997
- --------------------------------------------------------------------------------
Associated Banc-Corp Common Stock Fund             $115,772,009     $42,348,238
Associated Bank, N.A. Diversified Stock Fund         66,018,112      42,139,494
Associated Bank, N.A. Balanced Fund                  45,776,063       1,028,389
Associated Bank, N.A. Cash Management Fund           17,392,659       5,827,754
- --------------------------------------------------------------------------------
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Notes to Financial Statements

- --------------------------------------------------------------------------------

(4)  Transactions with Related Parties

     The  Associated  Banc-Corp  Common Stock Fund at December 31, 1998 and 1997
     included 3,316,643 shares and 768,222 shares, respectively, of common stock
     of  the  Company  with  fair  values  of  $113,389,391   and   $42,348,238,
     respectively.  Dividend  income from Company stock totaled  $3,514,121  and
     $838,108 in 1998 and 1997, respectively.

(5)  Benefits Payable

     Amounts as presented in the accompanying  financial  statements differ from
     the amounts reported in Form 5500 due to benefits payable to terminated and
     retired participants.

     As of December 31, 1998 and 1997,  net assets  available  for plan benefits
     include  vested  balances  for  terminated  and  retired   participants  of
     approximately  $1,333,000  and  $1,172,000  respectively,  were recorded as
     benefits  payable  on the Form 5500 but not on the  accompanying  financial
     statements.

(6)  Income Taxes

     The Plan  administrator has received a favorable tax determination  letter,
     dated May 22, 1995, from the Internal  Revenue Service  indicating that the
     Plan qualifies  under the provisions of Section 401(a) of the Code, and the
     related  trust  is,  therefore,  exempt  from  tax  under  Section  501(a).
     Therefore, a provision for income taxes has not been included in the Plan's
     financial  statements.  In the opinion of the Plan Administrator,  the Plan
     and its  underlying  trust have  operated  within the terms of the Plan and
     remain qualified under the applicable provisions of the Code.

     Participants in the Plan are not subject to federal income taxes until they
     receive a distribution from the Plan.

(7)  Subsequent Event

     On March 22,  1999,  the net assets of  Citizens  Bankshares,  Inc.  401(K)
     Profit Sharing Plan,  representing $3,065,610 in cash, were merged into the
     Plan.
<PAGE>
 ASSOCIATED BANC-CORP
 PROFIT SHARING & RETIREMENT SAVINGS PLAN
 EMPLOYER IDENTIFICATION NUMBER:  39-1098068
 PLAN NUMBER:  002
 Item 27a - Schedule of Assets Held for Investment Purposes
 December 31, 1998
<TABLE>
 -----------------------------------------------------------------------------------------------------------------------------------
                                                Description of investment,
                                                including maturity date,
 Identity of issue, borrower,                    rate of interest, collateral par,                                     Current
 lessor, or similar party                        or maturity value                                 Cost                 Value
 -----------------------------------------------------------------------------------------------------------------------------------
<S>                                              <C>                                          <C>                   <C>
 Central & Southwest Corp.                       Common Stock, 2,400 shares                  $     45,633          $    65,851

 Florida Progress Corp.                          Common Stock, 1,600 shares                        50,633               71,701

 LG and E Energy Corp.                           Common Stock, 3,000 shares                        22,906               84,939

 New Century Energies  Inc.                      Common Stock, 1,235 shares                        22,868               60,206

 New England Electric System                     Common Stock, 500 shares                          15,812               24,063

 Public SVC Enterprise Grp Inc.                  Common Stock, 1,600 shares                        44,724               64,000

 WPS Resources Corp.                             Common Stock, 1,000 shares                        21,795               35,250
 -----------------------------------------------------------------------------------------------------------------------------------
 Total Corporate Stocks                                                                      $    224,371          $   406,010
 -----------------------------------------------------------------------------------------------------------------------------------

 Common Funds:

*Associated Bank, N.A. Common Stock Fund                       4,203 units                        114,368               782,070

*Associated Bank, N.A. Regional Bank Fund                      1,130 units                         68,421               173,049

*Associated Bank, N.A. Capital Appreciation Fund               2,876 units                         57,498               177,756

*Associated Bank, N.A. Balanced Fund                         735,192 units                     40,527,002            45,776,063

*Associated Bank, N.A. Equity Income Fund                      3,833 units                         95,440               227,790

*Associated Bank, N.A. Cash Management Fund               16,861,269 units                     16,969,220            17,392,659

*Associated Bank, N.A. Diversified Stock Fund                598,463 units                     53,911,644            66,018,112

*Associated Bank, N.A. Foreign Equity Fund                     7,430 units                        173,401               249,476

*Associated Bank, N.A. Intermediate Term Bond Fund           740,997 units                     11,614,124            13,029,028

*Associated Banc-Corp Common Stock Fund                    3,499,246 units                    105,381,443           115,772,009

 -----------------------------------------------------------------------------------------------------------------------------------
 Total Common Funds                                                                          $228,912,561          $259,598,012
 -----------------------------------------------------------------------------------------------------------------------------------

 -----------------------------------------------------------------------------------------------------------------------------------
 Loans to Participants  (7.00% - 10.65%)                                                        1,955,305             1,955,305
 -----------------------------------------------------------------------------------------------------------------------------------

 -----------------------------------------------------------------------------------------------------------------------------------
 Total Investments Held                                                                      $231,092,237          $261,959,327
 -----------------------------------------------------------------------------------------------------------------------------------

 Cash Equivalents:

 Dreyfus Cash Management Fund                                                                $    919,012          $    919,012

 Cash                                                                                                 883                   883

 -----------------------------------------------------------------------------------------------------------------------------------
 Total Cash Equivalents                                                                      $    919,895          $    919,895
 -----------------------------------------------------------------------------------------------------------------------------------
</TABLE>
*Denotes a party-in-interest

 See accompanying independent auditors= report
<PAGE>
ASSOCIATED BANC-CORP
PROFIT SHARING AND RETIREMENT SAVINGS PLAN

Item 27d - Schedule of Reportable Transactions
Employer Identification Number 39-109-8068
Plan Number 002
Year Ended December 31, 1998
<TABLE>
- ------------------------------------------------------------------------------------------------------------------------------------
                                                                                                            Current
                                                                                Expense                     Value of
                                                                                Incurred                    Asset at
 Identity of Party       Description         Purchase      Selling     Lease      With          Cost of    Transaction   Net Gain/
     Involved            of Assets            Price        Price      Rental   Transaction       Asset        Date          Loss
- ------------------------------------------------------------------------------------------------------------------------------------
<S>                      <C>    <C>        <C>           <C>              <C>       <C>       <C>           <C>          <C>

Associated Bank, N.A.*   Common Stock
                          Fund              14,091,229           --       --        --        14,091,229    14,091,229           --
                                                    --   28,734,546       --        --        27,670,773    28,734,546    1,063,773

Associated Bank, N.A.*   Diversified Stock
                          Fund              26,531,290           --       --        --        26,531,290    26,531,290           --
                                                    --   12,878,915       --        --        11,750,374    12,878,915    1,128,541

Dreyfus                  Cash Management
                          Fund              88,603,123           --       --        --        88,603,123    88,603,123           --
                                                    --   90,624,151       --        --        90,624,151    90,624,151           --

Dreyfus                  Government Cash
                          Management Fund    5,727,394           --       --        --         5,727,394     5,727,394           --
                                                    --   11,555,148       --        --        11,555,148    11,555,148           --

Associated Bank, N.A.*   Intermediate Term
                          Bond Fund         11,587,227           --       --        --        11,587,227    11,587,227           --
                                                    --    2,234,956       --        --         2,084,441     2,234,956      150,515

Associated Bank, N.A.*   Balanced Fund      45,704,706           --       --        --        45,704,706    45,704,706           --
                                                    --    6,418,028       --        --         6,177,704     6,418,028      240,324

Associated Bank, N.A.*   Cash Management
                          Fund               6,743,781           --       --        --         6,743,781     6,743,781           --
                                                    --    2,580,243       --        --         2,580,243     2,580,243           --
- ------------------------------------------------------------------------------------------------------------------------------------
</TABLE>
See accompanying independent auditors' report
* Denotes a party-in-interest





<PAGE>

                    Consent of Independent Public Accountants




The Board of Directors
Associated Banc-Corp:

We consent to  incorporation  by reference in the  registration  statement  (No.
33-54658) on Form S-8 of Associated Banc-Corp of our report dated June 21, 1999,
relating to the  statements  of net assets  available  for plan  benefits of the
Associated  Banc-Corp Profit Sharing and Retirement  Savings Plan as of December
31, 1998 and 1997, and the related statements of changes in net assets available
for plan  benefits  for the years then  ended,  the  schedule of assets held for
investment  purposes as of  December  31,  1998 and the  schedule of  reportable
transactions  for the year then ended,  which report appears in the December 31,
1998 annual report on Form 11-K of the Associated  Banc-Corp  Profit Sharing and
Retirement Savings Plan.


                                            /s/ KPMG LLP

Chicago, Illinois
June 28, 1999




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