Marketing

Deposits rose by an average of 14% at each branch in counties where banks advertised on TV, a new academic paper finds. The results line up with the view of bank marketers that television remains essential even as digital options flourish.

Northwest Federal Credit Union in Herndon, Virginia, will follow FedEx as stadium-name partner for the Washington Commanders, gaining branding rights for which the logistics giant was paying nearly $8 million annually.

In a sea of generically named "First Banks of X" and "Community Banks of Y," financial institutions must decide if the painstaking rebranding process is worth the investment and risk to stand out.

When TD Bank launched an audio brand identity across its communication channels early this year, the new jingle triggered a surprising reaction from consumers using the firm's ATMs.

Effective coaches understand that the same message, delivered at different points in an employee's career, can resonate in new ways as they gain insight and experience.

Third-party cookies will essentially disappear as a tracking tool on the internet by the end of 2024. Marketing to customers using first-party data may be a better tactic regardless.

The Consumer Financial Protection Bureau provided guidance about digital intermediaries and lead generators that accept payments to steer borrowers to financial products.

The $4.4 billion-asset institution's 30-second commercial on Sunday sought to promote the idea of financial wellness as integral to "not-for-profit" banking and boost new member growth.

The online brokerage sees its popular talking babies ads as a way to get tens of millions of viewers to think about how they might put their money to better use.

Only a few dozen mortgage firms could likely afford the $7 million ad for this year's big game, a marketing veteran said.

Inter&Co, a financial superapp provider based in Brazil, has bought the naming rights of a major U.S. stadium.

A new Cerulli report suggests that one of banks' best opportunities to grow in the coming years is right under their nose, with a client segment they often ignore.

The bank is trying to reach women and investors from groups that wouldn't traditionally have done business with the white-shoe firm in years past, Alice Milligan said on a marketing panel.

The banking industry, which has a long history of sponsoring sporting events, is pouring more money into the live-music industry, according to a new report. Music-related events and properties make up 39% of the sector's sponsorship portfolio, up from 25% two years ago.

The five-year deal puts Citizens' brand name in front of New Yorkers, as the bank continues to expand after buying HSBC's East Coast branches as well as Investors Bank last year.

Following New York Community Bancorp's acquisition of Flagstar, the company is ditching the regional bank brands that it long used. CEO Thomas Cangemi calls Flagstar a "neutral" but "patriotic" name that underscores the firm's nationwide expansion strategy.

Consistent wins aren't typically about continuously introducing novel strategies, but about better and more consistent execution with proven ones.

Forget special offers, ubiquitous branches and promises of convenience. Younger clients want to see state-of-the-art technology and hear good things from friends and family, according to a recent Arizent survey.

Banks pay millions of dollars each year to have their names become part of the lexicon of sports-obsessed Americans. Here's a look at the largest deals, which span pro baseball, football, basketball, hockey and soccer.

The credit-reporting agency was fined $650,000 for sending customers marketing emails without an option to unsubscribe. Financial institutions are subject to the same law, called the CAN-SPAM Act.