Digital: Financial

 

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Barclays Global Investors (BGI) introduced a campaign to launch their Exchange Traded Funds (ETF) investment product “iShares” in Europe. BGI wanted to be the number one provider of ETF’s across Europ ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attribut ...

After strengthening relationships and loyalty with existing customers, in 2004, Canada based Scotiabank launched a campaign to attract new customers. Preliminary research indicated that people were un ...

In an attempt to rid their “parent brand imagery”, American Express launched their new “IN:NYC” credit card, aimed at young, single, affluent New Yorkers with a social, kinetic and fun lifestyle. Usi ...

Westpac, one of New Zealand’s largest banks, decided to concentrate on marketing to the one million children under eighteen which research showed would encourage a long term relationship. This paper ...