Financial Services

Marketing banking and insurance brands

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



Stephen Whiteside, Event Reports, The Economist Big Rethink, March 2015

This event report looks at attempts by the marketing function at BlackRock, the asset-management company, to enhance its internal status.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.


ARF Ogilvy Awards, Gold, Financial services, 2015

This case study describes the launch of a new credit card product by Bank of America, which better serves people who struggle to manage their finances than traditional credit card products.


ARF Ogilvy Awards, Silver, Financial services, 2015

This case study explains a locally focussed campaign by Johnson insurance, a leading provider of home and auto insurance in Canada, which focussed on the town of Barrie, Ontario as a test site for a new approach.


Mark Evans, Market Leader, Quarter 2, 2015

This article argues that the adoption of a service-led brand proposition is transforming the insurance business.


Laura Mazur, Market Leader, Quarter 2, 2015

This article looks at the ambitious plans of some finance companies to change the landscape of SME lending through a combination of marketing and technology.


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report details how Wells Fargo, the financial-services group, is shifting its marketing strategy in line with changing demographics across the US.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how American Express, the financial services provider, proved the link between its Platinum Card product and premium travel experiences by revitalising the airport as a sales channel, and grew applications in Canada as a result.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study describes how TD Bank launched its 'Dear Mortgage' campaign in Canada to differentiate its mortgage offers from those of its competitors and redefine the relationship homeowners have with their mortgage.

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