JPMorgan Chase rely on bottom-line performance and “just because” instinct

JPMorgan Chase, the financial-services provider, is taking a nuanced approach to driving success with its marketing.

“The marketer's job is to drive growth. Period.”

Kristin Lemkau, chief marketing officer for JPMorgan Chase, reminded the opening-day audience at the Advertising Week 2018 assembly on New York’s Upper West Side, “It's worth repeating, because I think sometimes it gets lost in a lot of that complexity.”

Even as her colleagues may obsess over the proper metrics to evaluate location-based mobile apps or cross-platform overlap, Lemkau keeps a sharp eye on different datasets: “In our second quarter earnings, we reported $28 billion in revenue. That's up 6%. We reported $8.3 billion in net income. That's up 16%.

“And I'll...

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