Laura Desmond, global CEO at Starcom Media Vest; James Cooper, publisher director at Adweek and Meredith Verdone, VP senior at Bank of America, chatted at the IAB MIXX 2015 about the banking experience in digital transformation. “Mobile is the trend that leads the market and for banking is difficult to reach people using a small screen. But we have done it in a genuine way, talking about what matters to people” Verdone explained. “When your job is that consumer is the priority you have to break down walls blocking brands. Thats why we have built many alliances. The experience with Vice has been wonderful and very risky for a banking institution, but it was a great way to reach millennials. The publisher knew that the audience needed advice on banking thats why they loved our proposal” Desmond said. The presence of Bank of America in Vice has been a successful way of bringing small financial advice tips to youngsters. “We now have more tools and more information to do our job and its fun. Were at the best moment to develop marketing strategies, but you have to understand the whole picture to recognize the client and consumer needs” Desmond said. For Verdone its important to rely on a creative team that “gives a human and humorous touch to its marketing, ensuring confidence and assuredness to its consumers.”
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