How Wells Fargo manages total-market marketing

Geoffrey Precourt

"It's no longer okay to do phenomenal Hispanic marketing – or even African-American marketing, or Asian [marketing]," insists Mariela Ure, Wells Fargo's SVP/Consumer Segments Strategy.

"It takes more than that: the country that we are speaking to has changed significantly."

Addressing the Association of National Advertisers' (ANA) 2015 Multicultural Marketing and Diversity Conference in Miami Beach, Ure offered, "Twenty years ago, if we were at this same conference, we would have been talking about something very different.

"I would have come here and shown you a TV spot targeting Hispanics or targeting the African-American segment. [The session] would have been called something to the effect of ‘Marketing to Minorities in the US'. But the face of America is changing."