Financial Services

Marketing banking and insurance brands

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



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.


Joseph Clift, Event Reports, Global Marketer Week, March 2015

This event report looks at how mobile money has reshaped the consumer marketplace in Africa, opening up new opportunities for the unbanked population and for brands to reach this group.


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

This event report outlines how Capital One, the financial-services brand, has leveraged its sponsorship of March Madness to connect with consumers.


Stephen Whiteside, Event Reports, The Economist Big Rethink, March 2015

This event report looks at attempts by the marketing function at BlackRock, the asset-management company, to enhance its internal status.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.


ARF Ogilvy Awards, Gold, Financial services, 2015

This case study describes the launch of a new credit card product by Bank of America, which better serves people who struggle to manage their finances than traditional credit card products.


ARF Ogilvy Awards, Silver, Financial services, 2015

This case study explains a locally focussed campaign by Johnson insurance, a leading provider of home and auto insurance in Canada, which focussed on the town of Barrie, Ontario as a test site for a new approach.


Mark Evans, Market Leader, Quarter 2, 2015

This article argues that the adoption of a service-led brand proposition is transforming the insurance business.

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