The keys to great marketing, according to JPMorgan Chase & Co.

JPMorgan Chase & Co., the financial-services provider, is facing two forms of disruption as both its industry, and the marketing sector as a whole, are evolving at a rapid rate.

It all sounds so simple.

"The trick is doing memorable breakthrough, attention-getting work that people want to watch, and that actually still has your product in it," Kristin Lemkau, Chief Marketing Officer of JPMorgan Chase & Co., told some 2,600 delegates at the Association of National Advertisers' (ANA) 2017 Masters of Marketing Conference.

As evidence, she cited "maybe the best ad I have ever, ever seen" – a statement that was coupled with an important caveat: "I did not make this ad. I just wish I had."

The piece, all but covered with heart emojis by Lemkau, was made in...

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