RPA, Farmers gets ghouls to talk life insurance | Citi executive: Consumers no longer swayed by traditional marketing | Digital mortgage applications gain traction at banks
October 18, 2018
FCS's SmartBrief
News for marketers, creatives and communications professionals in financial services
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RPA, Farmers gets ghouls to talk life insurance
RPA, Farmers gets ghouls to talk life insurance
(Farmers Insurance/YouTube)
RPA's humorous Halloween campaign for Farmers Insurance features the undead in the form of a vampire, zombie and a mummy telling people to talk to the brand about life insurance. The push is running across digital including Facebook and Instagram.
The Drum (Scotland) (10/16),  Ad Age (tiered subscription model) (10/17) 
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Financial Brand News
Citi executive: Consumers no longer swayed by traditional marketing
Music can form a connection with consumers as they continue to turn away from traditional advertising, according to Jennifer Breithaupt, Citi's global consumer chief marketing officer. Citi has also seen positive results from experiential marketing and its digital transformation, Breithaupt said.
Digiday (10/18) 
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Digital Banking & Marketing Trends
Digital mortgage applications gain traction at banks
Fifty percent of Bank of America's mortgage applications will be digital by 2019, the bank predicts. BofA and Wells Fargo added digital applications this year, and 28% of September applications were digital at Wells Fargo.
HousingWire (10/16) 
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BofA's Moynihan: Technology has brought job cuts
Technology has led to 100,000 job cuts at Bank of America since CEO Brian Moynihan took over in 2010, Moynihan says, calling introduction of the iPhone a game changer. Nearly 26 million customers use BofA's mobile banking app.
CNBC (10/16) 
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Industry Pulse
Banks compete for consumer credit, mortgages
Credit card charge-off rates are increasing, presenting additional challenges for banks competing in this space. Mortgage lending is expected to drop because of higher interest rates and competition.
Yahoo (10/15) 
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Media & Technology Trends
Mobile will make up 43% of all US ad spend by 2020
Mobile will make up 43% of all US ad spend by 2020
(Sean Gallup/Getty Images)
Mobile advertising investment will account for 43% of all US ad spend by 2020, hitting $113.21 billion to TV's $69.52 billion, and will take a larger share than all traditional media combined, eMarketer predicts. "Even the strongholds of TV, such as live sports and news, are starting to move online, and people are consuming them on the go through mobile devices," says eMarketer's Martin Utreras.
eMarketer (10/16) 
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Marketing Strategy
Why social sentiment may inaccurately reflect brand perception
Joe Panepinto outlines research that surprisingly finds little correlation between a brand's negative social-sentiment analytics score and how consumers actually feel about the brand. The type of consumer who posts on social tends to hold more extreme views than the average person, and advertisers should therefore not rush to fix a problem that might not exist, he writes.
Harvard Business Review online (tiered subscription model) (10/17) 
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When small men begin to cast big shadows, it means the sun is about to set.
Lin Yutang,
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