SunTrust marketing exec talks campaigns, strategy | FirstBank introduces "Banking for Good" tagline | Mother London brings back Skeletor for Moneysupermarket
March 27, 2017
FCS's SmartBrief
News for marketers, creatives and communications professionals in financial services
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SunTrust marketing exec talks campaigns, strategy
SunTrust Bank's "Confidence Starts Here" campaign is touting the joy of financial confidence in a series of ads, including one featuring an adventurous roller skater. Chief Marketing Officer Susan Somersille Johnson says SunTrust is a purpose-driven company that is "serious about trying to help everyone." (3/23) 
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Financial Brand News
FirstBank introduces "Banking for Good" tagline
FirstBank has launched its "Banking for Good" tagline, the brand's first new tagline in more than two decades. Its latest campaign includes a 30-second TV spot as well as digital and out-of-home elements.
MediaPost Communications (3/23) 
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Mother London brings back Skeletor for Moneysupermarket
Moneysupermarket's latest spot from Mother London features the return of '80s character He-Man's archenemy, Skeletor. The spot is part of a series of ads for the company's "You're So Moneysupermarket" campaign.
Advertising Age (3/23),  Campaign US (free registration) (3/23) 
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Digital Banking & Marketing Trends
Banks seek to protect consumer financial data
US banks are setting new restrictions on the sharing and use of customer financial data, in part to protect that information from being compromised through third-party apps that aren't required to have the same security measures as banks. "When you think about millions of customers handing over their bank account credentials to third parties, who currently have no real oversight or examination of their security controls, you start to understand why our members get pretty nervous," said Jason Kratovil, the Financial Services Roundtable's vice president of government affairs for payments.
The New York Times (free-article access for SmartBrief readers) (3/23) 
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Industry Pulse
Proposed prepaid-card protection could increase fraud
Credit Card
The Consumer Financial Protection Bureau's prepaid-card rule would extend error resolution and liability protection for unregistered cards, making financial institutions responsible for fraud investigation on cards without consumer information. "Here's the problem: Fraudsters are always looking for new ways to break the system, and they are quite sophisticated, so once they figure out that they can do it, it could be a big issue," said Ben Jackson, Mercator Advisory Group's director of prepaid advisory services. (subscription required) (3/23) 
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Media & Technology Trends
Podcast hosts are having fun with ads
How podcast hosts are having fun with advertising
Spicer (Mark Wilson/Getty Images)
Podcast hosts share their thoughts on advertising in their shows, including how they come up with creative ways to weave sponsor messages into their podcasts. "We really had some fun when [White House press secretary Sean] Spicer did his first briefing and his suits weren't fitting. We did an Indochino suit segue that worked really well," said "Pod Save America" co-host Jon Favreau.
The New York Times (free-article access for SmartBrief readers) (3/24) 
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Facebook debuts product-focused Collection spots, introduces split testing
Facebook has unveiled a new ad product called Collection, which enables advertisers to entice consumers with a video and display four related items beneath it for purchase. The platform has also launched split testing to enable advertisers to more easily trial different aspects of campaigns across various browsers and devices.
VentureBeat (3/23),  Adweek (3/23) 
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Marketing Strategy
Hooked on Phonics reaches out via mobile
Literacy program Hooked on Phonics has turned to mobile games to reach a wider audience. The brand is working with Lucktastic, an entertainment site popular with mothers, to serve videos encouraging app downloads.
MediaPost Communications (3/23) 
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I learned compassion from being discriminated against. Everything bad that's ever happened to me has taught me compassion.
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