Financial Services

Marketing banking and insurance brands

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



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.


Jon McKie, The Communications Council, Gold, Australian Effie Awards, 2014

This case study explains how Challenger, a financial services company in Australia, used empathetic storytelling to communicate rational benefits of a retirement product and give people peace of mind.


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.


Hristos Varouhas, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes a launch campaign by nabtrade, a financial trading challenger brand in Australia, which broke from category norms by adopting a playful tone and positioning competitors' experience as outdated.


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.


Stuart Peters and Richard Silberstein, Admap, September 2014

This case study describes how American Express (Amex), the financial services company, used a neuromarketing technique - Steady State Topography (SST) to optimise advertising creative.

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