Financial Services

Marketing banking and insurance brands

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



Euromonitor Profiles, February 2015
This Company Profile from Euromonitor provides key details and analysis of Banco Santander, the owner of brands such as Abbey and Alliance and Leicester. Included is a strategic evaluation with key facts about the Spanish company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

Case Study

Scotiabank SCENE
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Scotiabank, a Canadian bank, used a cinema loyalty scheme to attract younger customers.


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

This case study shows how ING Direct in Canada relaunched as Tangerine, increasing applications and decreasing account closures in the process.


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.


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, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how the Fonds de solidarité FTQ, a union-based development capital investment fund in Quebec, used simple imagery that showed 'getting more' to attract younger policy holders.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study demonstrates how global risk advisor and insurance broker Willis successfully used an internal communications campaign to capture some of the great ideas floating around the business.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how Merchant Cash Express (MCE), the market leader of business cash advances for small businesses in the UK, redefined its brand to set itself apart from the bad press of the competition.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how Itaú Unibanco, a bank in Brazil, has made brand purpose central to its activity to embed its brand in everyday life.

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