Financial: Financial (general)

 

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...

In the early 2000’s, Philadelphia-based financial group “Lincoln Services” repositioned its brand message to remain relevant in the marketplace. Lincoln recognised the potential of the impending US de ...

With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old company also sells a growing number of ...

In 2000 ING Groep N.V. (spelled ING Group in the United States) was a financial powerhouse in Europe, offering a diverse range of insurance, banking, and asset-management services through offices in 6 ...

In 2000 the largest tax-preparation company in the Unites States, H&R Block, Inc., was venturing beyond the niche industry in which it had excelled for 45 years. After a series of acquisitions ...

During unfavourable economic times in 2002/03, “Standard Life” hired “The Leith Agency” to instigate a campaign to rebuild customer confidence, and improve perceptions of the brand. Employing a warm a ...

Datek Online began its campaign in Q4 1999 facing stiff competition. Others in the category had already established their brands with unprecedented budgets. In order to build a brand, Datek would ha ...

Launch of a new financial services brand, Lincoln Financial Group, with a limited budget through a test campaign in Scotland in spring 1998. Background and rationale described. TV and press (Scottish ...

1999 launch campaign for Moneyextra (Exchange Holdings PLC), a new financial products internet site. Objectives: short-term revenue from advertisers, medium-term referral revenue, long-term revenue fr ...

The Fidelity Investment Q & A/ Peter Lynch campaign is a solution to a marketing challenge on several levels. By the end of the first quarter of 1999 the campaign was recognised as an overwhelming su ...

Campaign in 1999 by TBWA GGT Simons Palmer for the Treasury/COI Euro Preparations Campaign (to stimulate awareness and action about the Euro among the business community in UK). Problem: how to make i ...

Radio advertising was an integral part of the media mix for the launch of Egg. Qualitative research showed that both Egg customers and non-customers felt radio clearly communicated the message.

When BDDH first joined forces with Clerical Medical in 1989 a number of challenges confronted them. BDDH developed a long-term three stage strategy: to establish the Clerical Medical name; to explain ...

Creating a distinctive identity for Norwich Union in the face of an increasingly competitive environment and a revolution in product distribution was a challenge. Advertising in end-1994 to early 1995 ...

Every year, many customers renew their home insurance premium. So, increasingly, direct marketing agencies are asked to put together 'loyalty programmes'. In Legal & General's case, in the run of ordi ...

'Term assurance' does not mean much to the average man in the street. Evans Hunt Cott was faced with this question when it received a brief to sell Legal & General term assurance off the page. The age ...

In 1996, the Australian Federal Government decided to sell the remaining 50% of its shares in the Commonwealth Bank. This may have been a noteworthy event had the Government not previously floated Com ...

1993-4 campaign to encourage the Caribbean community in Toronto to use Western Union's Money Transfer service for transmitting funds to their relatives at home. There was no available research to prov ...

This paper demonstrates how planning tackled the issue of Liverpool Victoria's dying customer base by identifying a huge gap in the market, and found the best positioning to enable Liverpool Victoria ...

Advertising campaign used to facilitate the transfer of Abbey National from a building society to a plc, 1988–89. Demonstrates how advertising helped to stimulate unprecedented levels of response in w ...

Launch of a new type of account by Nationwide, to enter the banking market. Campaign to communicate the product benefits, differentiate from the competition (including the banks), and stimulate accoun ...

Small-scale but very effective campaign for the opening of a new office for Alex Lawrie's factoring service. Direct response using television, supported by direct mail; purpose of TV seen as creating ...

E&P Loans were launched in 1985 by direct mail to named professionals, aimed at a small niche of good credit risk customers. By 1987, they were facing intense competition from other lenders with famil ...

Campaign to demonstrate the benefits of the Royal Bank of Scotland's Cashline service, for current and deposit accounts, launched originally in 1977, and to transfer as many account holders as possibl ...

Describes the role of advertising in defending British Sugar against a hostile takeover bid by S&W Berisford during the period May 1980 to July 1981. The bid was successfully resisted. Advertising was ...

The paper examines market orientation in a specific professional services context rather than in the broader field of goods and services which have tended to be the centre of academic interest. Findin ...