How Wells Fargo pivoted to a "total-market" approach

Geoffrey Precourt

There are any number of reasons why brand marketers are looking towards total marketing as an anchor for their consumer engagement programs: purpose-driven brand halos, the desire for richer community engagement and the needs-driven service of new customers all provide powerful motivations.

Wells Fargo's embrace of total-market communications includes all of those drivers.

But, according to Michael Lacorazza, its EVP, Brand and Advertising and Head of Integrated Marketing, there are strong bottom-line reasons for the shift away from a general-market focus.