MERCADEO Versión en español
Wells Fargo discusses the Total Market focus as it wins the first AHAAs Chairman’s Award edition
Patricia Molina| 30 de abril de 2014
Jamie Moldafsky, CMO de Wells Fargo
Jamie Moldafsky, Wells Fargos CMO, gave a convincing speech as he discussed Wells Fargos focus to attract the total market with the Hispanic consumer in mind. To the company, the total market is an inclusive one with Caucasian, Afro-American, Hispanic, Asian, and LGBT communities. Its campaigns aim to reflect the increasing diversity among the USA population, as well as American multiculturalism.The efficiency of its calculated, inclusive campaigns and efforts resulted in Wells Fargos winning the Chairman’s Award, as the accolade was received by Moldafsky from Aldo Quevedo, AHAAs chairman and creative head of Richards/Lerma.Likewise any successful advertising proposal, Wells Fargo used market research, which revealed that first banking experiences occur among ages 20 and 30: First car, first checking account, first credit card, college loans, first mortgages, among others. Fifty percent of Wells Fargos new mortgage clients are Hispanic; this is why its strategy is to combine essential values with personalized activations which satisfy different cultural aspects and ways of thinking.This was clear in the creativity behind two advertising campaigns: El primer empleo, in which a young Latino woman appears proudly showing her very first paycheck to her family. The other commercial, Baby, shows a Latino dad with his baby as he does several chores.
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