As chief marketing officer and chief innovation officer at AXA Equitable, Barbara Goodstein is responsible for all of AXA Equitable's digital efforts, corporate communications and advertising. In this time of shaky investor confidence, Goodstein and her team have focused on conveying a consistent message across multiple channels.
"We're stable, and we're here for our customers," Goodstein says. "We want them to take comfort in our size and that we were managing risk." Much of the financial services company's television and print advertising features an 800-pound gorilla — an image that is integrated into multiple channels to reinforce AXA's position as a leader in the market.