Mastercard focuses on holiday shopping in latest campaign | Ally Bank promotes mobile features with mall drone | Credit unions stick with their marketing strengths
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November 16, 2017
FCS's SmartBrief
News for marketers, creatives and communications professionals in financial services
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Mastercard focuses on holiday shopping in latest campaign
Mastercard's latest campaign emphasizes how Masterpass is an easy and secure way to make purchases this holiday season. The company's push includes integrated digital, broadcast and holiday-themed elements, including a commercial featuring actress Kat Dennings of "Two Broke Girls" and former NFL player Joe Montana.
Forbes (11/13) 
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5 Ways to Win & Keep Financial Customers
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Financial Brand News
Ally Bank promotes mobile features with mall drone
Ally Bank sent a drone around a North Carolina mall to tout its "You're in Charge" campaign. The drone delivered phone chargers to shoppers in the food court to promote the bank's online services.
Chief Marketer (11/15) 
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Digital Banking & Marketing Trends
Ally customers can bank on Alexa
Ally customers can bank on Alexa
(David Becker/Getty Images)
Ally Bank is the latest bank to integrate Amazon's voice assistant, Alexa, letting customers check account balances, transfer funds and track transactions. Capital One and U.S. Bank customers can use Alexa for certain tasks.
American Banker online (free content) (11/14) 
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Millions in cryptocurrency erased in breach
Millions in cryptocurrency erased in breach
A security breach involving Parity Technologies has erased between $150 million and $350 million in cryptocurrency, owned mostly by small businesses. There is no word on whether the money is recoverable.
American Banker online (free content) (11/13) 
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Industry Pulse
US small businesses seek more access to credit
A letter signed by more than 100 state and local chambers of commerce asks Congress to roll back regulations the chamber groups say hamper lending, job creation and small-business growth. The Senate banking committee unveiled a bipartisan bill Monday that would ease regulations for small and regional banks.
Reuters (11/14) 
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Media & Technology Trends
First transaction of banks' payment system a success
A $3.50 transaction between BNY Mellon and U.S. Bancorp took three seconds using a system introduced by The Clearing House, which 25 banks own. The system for payment clearance and settlement is the first launched in more than four decades.
Reuters (11/14) 
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Marketing Strategy
Personalized emails by Celebrity Cruises boost revenue
Personalized emails by Celebrity Cruises boost revenue
(Neilson Barnard/Getty Images)
Celebrity Cruises ran a hyperpersonalized email campaign that included customers' travel histories with the brand, such as where they'd been most recently and how many cruise nights they spent with Celebrity, as well as their name and hometown. Liveclicker helped create the push, which generated triple the revenue of Celebrity's average email campaigns.
MediaPost Communications (11/13) 
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Policy Focus
Senate adds repeal of health care mandate to tax bill
Senate Republicans are including in their tax bill a repeal of the Affordable Care Act's mandate of health insurance for most Americans. To enhance the chance of passage, Republicans have agreed to make tax cuts for individuals expire in 2025 and to make a reduction in the corporate tax rate permanent.
The New York Times (free-article access for SmartBrief readers) (11/14),  NBC News (11/14) 
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