How Scotiabank found a brand purpose to engage LatAm consumers

Geoffrey Precourt

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

Jim Tobin believes in the power of purpose-driven marketing, but the Scotiabank international director/sponsorship and philanthropy has a problem with executing such programs.

“We’re a bank,” he said, “and unless we’re giving away free money, it’s very hard to associate a purpose.”

Jim Tobin, international director/sponsorship and philanthropy, Scotiabank

Scotiabank, he told a “Purposeful Purpose: How Top Marketers Approach Brand Purpose Effectively” seminar convened by the Association of Canadian Advertisers (ACA) and WARC, has found a way – a “belief system” – to add positive heft to its brand by blending its substantial philanthropic efforts with its sponsorship programs.

“Sponsorships,”...

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