MERCADEO Versión en español

Wells Fargo discusses the Total Market focus as it wins the first AHAA’s Chairman’s Award edition

Patricia Molina| 30 de abril de 2014

Jamie Moldafsky, CMO de Wells Fargo

Jamie Moldafsky, Wells Fargo’s CMO, gave a convincing speech as he discussed Wells Fargo’s 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 Fargo’s winning the Chairman’s Award, as the accolade was received by Moldafsky from Aldo Quevedo, AHAA’s 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 Fargo’s 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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