Financial Services

Marketing banking and insurance brands

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



Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Bank of America embarked on a transformative repositioning effort by tapping into the expertise of a diverse range of stakeholders, from politicians and community leaders to employees at all levels of its organisation.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report explains how DBS, the bank, is using data analytics and taking inspiration from other industries to innovate and grow in Asia.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Visa, the financial-services group, is leveraging social media to enhance the position of its brand.


Genevieve Cruz , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how MasterCard, the financial brand, focused on the shopping experience by turning Singapore into a treasure island.


Genevieve Gay, Sandeep Arya, Subhendu Mukherjee and Charles Davies, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how OCBC Bank overcame Singaporeans' inertia towards changing banks by contrasting their money's inactivity with their own hard work.


Suchitra Sukumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how AXA, the health insurance company, reached Indian consumers by adopting a light-hearted yet educational tone, rather than the usual alarmist strategy.


Anna Sin , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how the electronic payment system (EPS) was facing a 'Jetso'-driven ('personal rewards') payment market in Hong Kong (HK), one that was being created through competition between credit cards and Octopus (originally a fare-collection system that had been extended to small-value payments in the retail sector).


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Metlife, the insurance provider, used a partnership with a trusted Indian bank to increase brand preference and consideration.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how MasterCard, the payments company, has put engaging experiences at the heart of its branding efforts.

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