Selling finance: A radical proposal

James Murphy

This article proposes a shake up of the tropes used in marketing financial services.

Selling finance: A radical proposal

James Murphy

Imagine a mythical consumer who has, as their principal hobby, spent the past 60 years watching TV commercials and checking advertisements in magazines. If we were to allow for all the regulatory innovations introduced over the years, would she have really seen much change in execution or content? Are not car marques still marketed as ever they were - with the emphasis on design, performance, attractiveness as a lifestyle accessory? Has there been much change in the promotion of toothpaste brands? Shampoo? Champagne? Designer watches?

Of course, if the old methods of portraying...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands