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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.
Euromonitor data and analysis on the sector's major companies.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how Daman, a health insurance company in the United Arab Emirates, used innovative printing technology to give the population some much-need vitamin D.

Case Study

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how credit-card company MasterCard used interactive technology to help shopping mall customers in the UAE overcome their compassion fatigue and donate food to refugee camps.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.
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Article

This article details how Lloyds Banking Group, the UK bank, employed natural language processing to and social listening to assess usage and attitude in the B2B finance market, targeting small businesses.

Article

This event report outlines how Capital One, the financial-services provider, is moving into the chatbot space.

Article

This article questions if financial services companies aren't capitalising on the increasing number of women who are the largest earners in their families.

Article

This event report describes how Zurich, the multinational insurance provider, has integrated artificial intelligence into its customer service offering.

Article

This article details how Aviva, the UK insurance brand, left behind it's successful and effective marketing and acquisition approach, by focusing of future-proofing through being digital-first.

Article

This article explores how ITV, a UK commercial broadcaster, used a proprietary implicit research tool to demonstrate why financial brands would benefit from a continued partnership with the network's soap operas.

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.
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  1. Article

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

  2. Article

    This case study shows how MasterCard, a financial services company, developed a data analysis system that has reshaped the brand's view on social media, using their India's Independence Day campaign as an example of this process.
  3. Article

    This case study shows how HSBC, a financial services company, created a social media campaign to engage with students in the UK.

  4. Article

    This case study describes how MasterCard, the second-largest credit card brand in Asia-Pacific, created a campaign around Mother's Day to improve its competitive offering to customers in different countries.

  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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