To build a financial marketing strategy requires a tactical breakdown of clear corporate goals and objectives. Financial firms seeking to generate leads and build brand awareness as part of the overall marketing strategy have continued to rely heavily on advertising to support heir overall strategy. Allocating resources to both marketing and advertising is a necessity. The rise of “digital, content and social" have required financial firms vying for the attention of customers to stay ahead of the communications curve and why these institutions continue turn to data-driven advertising agencies rather than attempting to build and staff their own internal marketing departments.
It's been my observation that these outsourced services have been wonderful, and reliable income streams for the not so data-driven, home-grown ad agencies and design firms. It's also my opinion that, that's pretty much it. I say that because I can stand in line at my (insert financial name here) and watch 20 different type fonts and photo or illustration styles be used in as many electronic posters. There's no brand stewardship, no brand tone or continuity, no deep data dive, or no brand vision. There's just a lot of stock art, photoshop filters and this week's funky type choices.
Below is an alphabetical logo list of that client experience.