Financial Services

Marketing banking and insurance brands

Articles and cases by category:
Banks, credit cards, loans
Building societies



Andrea Sophocleous, Event Reports, Mumbrella360, June 2014

This event report describes how three Australian brands - ANZ, the bank, CPA Australia, the professional body, and Woolworths, the supermarket chain - have used content marketing to reach and engage audiences.


INCITE, in partnership with AIP, Research on Warc, June 2014

This report identifies the top innovative brands in Singapore from a consumer perspective, looking at drivers of opinion, variation by age group and perceptions of local brands.


Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how Bank of America, the financial services giant, shifted its brand strategy from centring on product profitability to focusing on customer profitability.


Lai Low Chow, Event Reports, Sponsorship Matters Singapore, May 2014

This event report considers the sports sponsorship experiences of leading players both as sponsors and as rights holders in Asia.


Stephen Whiteside, Event Reports, M1 Mobile-First Summit, May 2014

This event report discusses how American Express is trying to build customer loyalty as the financial services industry is transformed by a range of new online and mobile tools.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This article describes how Visa, the financial services group, is approaching mobile marketing by identifying problems with it and suggesting better approaches.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Prudential used a content marketing strategy to promote its retirement products and engage consumers in the traditionally low involvement financial services sector in the US.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the relaunch of the Bank of New Zealand (BNZ) using an unbranded teaser campaign to start social conversations about money, leading to improved consideration scores and increased revenue.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This campaign, for a Dutch financial services brand specialising in funeral insurance, used emotional TV ads to overcome consumer scepticism about the sector.

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