Financial Services

Marketing banking and insurance brands

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



Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.


Euromonitor Profiles, April 2015
This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

Camila Holpert and Claudia Furniel, ESOMAR, Latin America, April 2015

This paper explains how Itaú Bank, the Brazilian bank, used an online community to understand how different types of communications work together, and how to use them for different objectives.


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report covers Esurance's approach to taking calculated risks as it strives to outmanoeuvre larger rivals within the auto insurance space.


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report outlines how PNC, the financial services firm, boosted its philanthropy efforts by partnering with Sesame Workshop on a program to improve child education.


Tahaab Rais, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Emirates NBD, the Middle East's leading bank, engaged affluent parents by creating a social experiment where it asked children to send a message to their future selves.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report discusses how Aflac, the insurance provider, has given the iconic mascot from its TV spots a voice on social media – a process based around a detailed "Duck dossier".


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report looks at how Bank of America, the financial-services giant, is adapting to serve the new breed of post-recession consumer.

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