MERCADEO Versión en español
Michael Lacorazza of Wells Fargo: Insights must be in the spotlight of any total market strategy
10 de noviembre de 2015
Michael Lacorazza, VP de Mercadeo Integrado de Wells Fargo
On the second day of the 17th annual ANA Multicultural Marketing & Diversity Conference in Miami, Michael Lacorazza, Wells Fargo’s Executive VP, Brand and Advertising Integrated Marketing, said that 87% of their business relies on multicultural public, thats why they chose a particular agency model.”Our agency model consists of a number of diverse agencies for various segments, a digital agency and a general market agency of record, all working together to develop cross-cultural messaging with universal appeal. In this shared effort -where diversity of opinions converge- great ideas can come from anywhere”.Lacorrazza explained that his strategy begins with diversity of opinions, but finding commonalties. He showed three pieces targeted exclusively to the LGBT segment and other two that aim to the Hispanic and Asian market. All the pieces feature specific stories of each segment but looking for common ground. “Our ultimate goal is keeping Wells Fargo as the iconic brand that inspires to fulfill dreams. Each one has an specific dream that can vary depending on the segment, but each of us has a dream. It’s no coincidence that this marketing strategy reinforces the companys slogan: We know your dreams, together we’ll go far. It’s not only about opening accounts and doing business, is engaging with them to help them achieve their dreams”.He concluded saying that regarding multicultural marketing it is important to know audiences. “The better we investigate the different nationalities and cultures, the better we can be”.
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