How Wells Fargo builds storylines for LGBT audiences

Geoffrey Precourt
Warc

On June 26, 2013, the Supreme Court of the United States repealed the US Defense of Marriage Act (DOMA), allowing married same-sex couples access to most of the federal rights and benefits currently enjoyed by heterosexual couples.

On June 26, 2014, Wells Fargo & Co. – the second-largest US bank by assets and market capitalization, and an organization that is also driving change in multicultural and digital marketing – set out to celebrate the formal striking down of DOMA.

"Our commitment to diversity is a big part of who we are as a company," Roxanne Gray, Wells Fargo's vp/market research manager, told the Advertising Research Foundation's (ARF) 2015 Re:Think Conference in New York. "It's part of our fabric, the vision, and values of Wells Fargo."