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The SME finance monitor: The de facto authority on access to finance conditions in the UK
Shiona Davies and Caroline Ahmed, MRS Awards, Finalist, MRS Awards, December 2013
This article describes the development of the SME Finance Monitor, a measure of UK business access to credit produced by BDRC Continental.
This article describes the development of the SME Finance Monitor, a measure of UK business access to credit produced by BDRC Continental. The monitor uses telephone interviews with SME business owners and financial decision makers to understand finance applications, success, and appetite for growth. Quality is ensured by reviewing the questions asked regularly, checking data meticulously, and maintaining the independence of the report. The report has impacted on government policy, and informed the public and academic debates on issues surrounding business finance.
AXA PPP Healthcare: Nurturing symbiotic intermediary relationships
Farzana Qadir and Barbara Wright, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries.
This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries. Understanding this perception is important to the company's success as its products are sold through them. Previously, data was gathered through online quantitative surveys, but small sample sizes and lack of diagnostic evidence limited the usefulness of this method. A new approach included quantitative and qualitative methods, including in-depth interviews. This approach has led to changes including: how accounts are serviced, training updates, the development of a new communications strategy, a new online portal, and improving turnaround times.
Putting the fizz Into finance: How emotional advertising helped HSBC change its global image
MRS Awards, Finalist, MRS Awards, December 2013
This article explains how HSBC used research to inform the development of a global emotional advertising campaign.
This article explains how HSBC used research to inform the development of a global emotional advertising campaign. Financial services advertising is usually rational, but research had shown emotional advertising to be more effective. HSBC created a series of ads with an emotional appeal, with each one tested through research and found to be successful. This led to a change in approach: instead of rational ads for each the company's business units, an over-arching campaign with the brand emphasised was created.
Investec: Embarking on a voyage of discovery - Crafting a market-leading premium financial product
MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally.
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally. With tight deadlines, the research needed to reach high net worth individuals (HNWs) in different parts of the world. The project had six stages: ensuring Investec teams across the world were on-board with the decided approach; defining the segment of HNWs that should be targeted; working with the marketing team to recruit participants; creating a luxury research experience; facilitating peer-to-peer conversations; and delivering insights to Investec through a workshop. The research informed a new product launch targeting HNWs.
MMA EMEA Forum 2013: Mobile strategies from Unilever, AXA and The Weather Channel
Joseph Clift, Event Reports, MMA EMEA Forum, November 2013
In this event report, three major brands outline how they are using mobile to advance their business objectives.
In this event report, three major brands outline how they are using mobile to advance their business objectives. Unilever, the FMCG giant, believes it serves as a “connective tissue” linking together the various other aspects of the marketing mix, and can be employed beneficially in both mature and emerging markets. On its part, AXA, the insurance provider, has turned to apps to boost its core brand metrics, a goal largely achieved through utility marketing and providing useful tools for drivers. In the advertising sphere, The Weather Channel has sourced data from a range of internal and external sources to build a predictive advertising service, and is also integrating native ads into its app.
MasterCard evolves ‘Priceless’ campaign with QR code based shopping app
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign.
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign. The app allows users to scan QR codes at a location and pay for goods through the app, and has been used in coffee shops, cinemas and sports stadiums. The app makes purchasing easier and more rewarding for the consumer. It is not designed to drive sales, but to enhance the customer's experience and therefore build an emotional connection with the MasterCard brand.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
Embracing the new: Marie Devlin serves customers' passions at American Express
Robin D Schatz, ANA Magazine, Autumn 2013
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company.
This article covers an interview with Marie Devlin, senior vice president of global advertising, media, sponsorship, and insights, of American Express, the financial company. It looks at American Express' change in approach, which seeks to open up its services to people who traditionally wouldn't have considered themselves customers of the brand. It has previously been seen as a symbol for those who are already advantaged; Devlin has sought to change this message to one that says its customers are advantaged because of their American Express membership. It is doing this through products such as Bluebird, which is seen as an alternative to debit and checking accounts and sold only through Walmart, the retail corporation, and initiatives such as the Passion Project, which profiles people's projects in a series of YouTube videos.
How financial services brands use content marketing in India
Bindu Nair Maitra, Warc Exclusive, September 2013
This article discusses how three major brands in India's financial services industry – Kotak Mahindra Group, HDFC Life and Aditya Birla Group – are using content marketing to engage consumers.
This article discusses how three major brands in India's financial services industry – Kotak Mahindra Group, HDFC Life and Aditya Birla Group – are using content marketing to engage consumers. Alongside assuming the mindset more traditionally associated with publishers, each of these organisations is attempting to deal with regulatory limitations and identify which content forms and channels deliver the best results. As social networks, search and similar digital tools play an increasingly important role in the industry's future, so the creation, curation and dissemination of material by companies are expected to become truly vital for marketers.
How HSBC links sponsorship to business success
Low Lai Chow, Event Reports, Sports Matters, September 2013
This report addresses how HSBC, the financial services group, has transformed its approach to sponsorship.
This report addresses how HSBC, the financial services group, has transformed its approach to sponsorship. Previously, the company mixed the “fantastic” and the “ludicrous” when forming affiliations and tie-ups, but now every programme is closely linked to its business objectives. This includes making an impact in its priority markets around the world, as well as working with events and partners that match the values of the HSBC brand, with sports like golf and rugby featuring prominently.
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