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Financial services

Financial services is a major advertising sector, covering categories such as insurance, banking and credit cards. Financial services brands tend to be significant investors in direct channels, and in data-driven technology such as programmatic. Key issues for financial services marketers include brand trust following the financial crisis of 2008/9, and the ongoing need to explain highly complex (and regulated) products in terms consumers can easily understand.

Key Reading

Important papers from across the Warc database

How behavioural economics is helping financial services brands rebuild the trust they lost in the global financial crisis. Steps that brands are taking include current accounts that don't provide overdrafts and online forecasting with automatic feedback to customers about their finances.
MasterCard research uncovering the often overlooked emotional elements of making online payments.
Les Binet and Sarah Carter discuss rational prompts in 'low interest' categories such as financial services.
Event report from UBS showing how financial needs change as we move into different lifestages.

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