Subject Index
 

Banking in Brazil has long been based on perceptions of size and safety: in a frequently unstable continent, consumers wanted to entrust their money to a brand that was seen as secure and reliable. Br ...

From 2003-05, MasterCard invested heavily in the UK behind its long-running 'Priceless' campaign. This resulted in an increase in its share of the credit card market from 31% to 39% (in terms of the t ...

In 1997, Capital One entered the UK credit card market. Using a mixture of improved pricing and increased access to credit, all based on a rational, direct-response approach, it was able to gain a pro ...

HSBC had been making a steady, significant, but largely silent investment in the environment for a number of years, but had avoided taking a public stance on the issue for fear of a backlash from envi ...

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

The Turkish Cup was a key component of the Turkish football calendar until the mid 1980s, regarded as a prestigious tournament both by the clubs and the spectators. With the new developments in the Tu ...

Visa, the international payment card service provider, has been an IOC TOP sponsor since 1986 and an IPC Worldwide Partner since 2002. In 2002, the decision was taken by Visa Europe to develop a spons ...

ABN AMRO's sponsorship investment in the Volvo Ocean Race (VOR) shows the growing importance of internal communications and employee engagement in sponsorship, and also highlights the need for profess ...

Northern Bank’s repositioning after the Danske Bank takeover in 2004. Although long established and community orientated, Northern Bank offered an aging customer base uninspiring products due to owne ...

This article provides an insight into the foundations, history and current strategy of Turkey's Akbank, with an emphasis on the products and services it offers, and its long-term advertising strategy. ...

This article provides an insight into the foundations, history and current strategy of Turkey's Garanti Bank, with an emphasis on the products and services it offers, and its long-term advertising str ...

This article provides an insight into the foundations, history and current strategy of Turkey's Yapi Kredi Bank, with an emphasis on the products and services it offers, and its long-term advertising ...

The Bank of New Zealand was losing market share to its competitors each year despite having one of the largest advertising spends in the industry. Research showed that its campaigns lacked emotion and ...

Westpac aimed to change the rules in the traditional banking arena. Based on the insight of the changing the traditional 'money speak' that typified the market, it aimed to reposition itself to reflec ...

TD Canada Trust is one of Canada's 'Big 5' banks, and has traditionally had a differentiated brand position, as well as a strong advertising history. When TD Bank and Canada Trust merged into the new ...

Capital G, an independent retail bank in Bermuda, wanted to launch a new online banking service and increase public awareness of its services in the face of significant competition in the financial se ...

The premium travel rewards credit card category is extremely competitive, with relevant offerings from all the major banks in Canada. Many schemes are linked to major airline programmes, but are also ...

MasterCard wanted to raise its profile in Spain, and to increase its levels of affinity among consumers. To do so, it sought to combine its 'Priceless' tagline with the meaning of Christmas by creatin ...

In 2003, America’s largest mortgage lender bank teamed up with Sedgwick Rd advertising agency to release their “Fear Not” campaign. The campaign, which communicated the lender’s wide range of flexible ...

On September 27, 1998, First Union Corporation debuted a commercial unlike any other in the financial services industry. In this spot the company avoided the stock images of financial services adverti ...

In 2001, following its merger with “First Union”, “Wachovia Corporation” was the USA’s fourth-largest bank. In 2002, Wachovia launched their “Uncommon Wisdom” campaign, conceived to raise awareness of ...

In 1985, Visa and BBDO advertising agency launched the “It’s Everywhere You Want To Be” campaign, in an attempt to differentiate and attract customers away from competitors: AMEX and MasterCard. Promo ...

In the mid-1990’s, credit card company VISA recognised the market potential for its “Check Card”. Visa used a $46.7million budget (approximately £24million at 2008 rates) to increase the card’s uptake ...

The Discover card burst onto the scene in 1986 with something no other card offered—a year-end cash bonus equal to 1 percent of purchases. The cash-back feature, coupled with no annual fee, mad ...

In 2002, Morgan Stanley owned credit card company “Discover” returned to its: “It Pays to Discover” campaign. Discover aimed to close the gap on Visa, AMEX and MasterCard. Focusing on its “cash-rebate ...

In reply to competition from Visa and American Express, MasterCard and McCann-Erickson advertising agency created the “Priceless” campaign in October 1997. Targeting the “baby-boom” and 20-30 generati ...

In 2000, US-based financial services company Citibank hired Fallon Worldwide advertising to help reach its one billion customers by 2010 target. With a $100m budget (approximately £51million at 2008 r ...

Between 2000-2002, identity-theft related complaints rose by 73% in the USA. This period represented a time of financial angst for Americans. Following their umbrella “Live Richly” campaign, Citibank, ...

The article considers the marketing campaigns run by American Express in 1996 to broaden their market. “Do More” aimed to entice new customers, and explain to them the benefits attached to owning the ...

In 1992, American Express signed relatively unknown Jerry Seinfeld for their advertising campaign, with objective of reducing their market share deficit. Visa, who charged lower transaction fees (<2%) ...