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Financial services

Financial services is a major advertising sector, covering categories such as insurance, banking and credit cards. Financial services brands tend to be significant investors in direct channels, and in data-driven technology such as programmatic. Key issues for financial services marketers include brand trust following the financial crisis of 2008/9, and the ongoing need to explain highly complex (and regulated) products in terms consumers can easily understand.

Key Reading

Important papers from across the Warc database

How behavioural economics is helping financial services brands rebuild the trust they lost in the global financial crisis. Steps that brands are taking include current accounts that don't provide overdrafts and online forecasting with automatic feedback to customers about their finances.
MasterCard research uncovering the often overlooked emotional elements of making online payments.
Les Binet and Sarah Carter discuss rational prompts in 'low interest' categories such as financial services.
Event report from UBS showing how financial needs change as we move into different lifestages.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how Churchill, an insurance brand, transformed itself into a social crusader with a campaign that aimed to improve road safety by bringing the lollipop lady back to the UK streets.

Case Study

This case study shows how MasterCard, a financial services brand, installed an interactive display to collect food donations across the UAE.

Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.
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Article

This case study shows how the Direct Line Group, an insurance provider, devised a strategic solution to boost its staff's morale and curtail its sales decline.

Article

This article lists three examples of how insights from behavioural science can help people gain greater control over their finances.

Article

This event report examines how Visa, a financial services company, has taken advantage of technological advances and changes in shopping behaviours to affect payments.

Article

This short report summarises the results for the financial services category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article looks at how several insurance brands in the south-east Asian market overhauled their offering by using behavioural data to offer value exchange.

Article

This article looks at what financial services companies can do to overcome the mistrust that has dogged them since the global financial crisis - as well as the innate lack of interest in their products and resistance to changing supplier.

Article

This article previews the November issue of Admap, looking at what financial services brands must do to stay relevant in an age of fintech startups.
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  1. Article

    This case study shows how John Lewis Insurance, an insurance service segment included in the UK retailer's operations, developed a new marketing approach that not only generated insurance sales but also built on the John Lewis brand.
  2. Article

    This case study shows how first direct, a financial services brand, further increased the brand's share of new current accounts in the UK by drawing in a profitable millennial audience.
  3. Article

    This case study shows how Direct Line, an insurance provider in the UK, took inspiration from a Hollywood character to refine its brand purpose.
  4. Article

    This case study demonstrates how Halifax, the UK's third largest bank, revamped its social strategy to stand out from competition.

  5. Article

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

  6. Article

    Argues that traditional segmentation methods are too rigid and narrow for today's more individualistic markets.
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