Financial Services

Marketing banking and insurance brands

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



Loren Bade , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cebuana Lhuillier, a pawn broker and money remittance service, promoted its remittance service in the Philippines by focusing on the emotional reasons for sending money.


Calvin Chow, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how retirement solutions' provider Manulife made people in Hong Kong realise the importance of starting their retirement planning early.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Geoffrey Precourt, Event Reports, Canada's Customer Festival, March 2014

This event report sets out how RBC, the Canadian bank, put customer insights at the heart of its efforts to roll out a mobile wallet service.


Low Lai Chow, Event Reports, Adobe Digital Marketing Symposium, July 2014

This event report outlines how Maybank, a Malaysian financial services group, tackled digital transformation.


Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report discusses why Principal Financial Group has made simplifying the financial-services category a core component of its strategy.


Lucy Cochran and James Sheard, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how iSelect, an insurance comparison platform in Australia, broke into the private health insurance (PHI) market by positioning itself as an expert and ally for people seeking insurance.


Hristos Varouhas and Nitsa Lotus, The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes how RaboDirect, the bank, used a provocative advertising campaign in Australia to achieve growth well out-pacing that of competitors.


Eugene Catanzariti, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study describes how AAMI, the Australian insurer, promoted its car insurance product over several years using emotion and storytelling in its strategy.

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