As consumers become ‘desensitised to the big brother’ effect, larger finance brands including Mastercard and Lloyds are imitating disruptors such as Atom Bank and immersing themselves in biometric technology.
Mastercard has launched technology that uses biometrics to verify identification from selfies, in a bid to aid customers who are concerned about fraud and want a quicker way to make online transactions.
MasterCard is shifting money away from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure that its marketing builds not just the brand but the business as well.
Lloyds Bank is launching a new brand campaign featuring its iconic black horse, with head of marketing communications Jean Reddan saying the brand is aiming to move away from the advertising of its rivals that ‘sugar-coats life’.
An endless loop of data and research is stopping marketers from finding creative answers to the challenges they face.
With a former marketer at the helm, the disruptive energy company prioritses marketing to define its business strategy.
Marketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Senior marketers from Sainsbury’s, Specsavers and Henkel on the challenges of undergoing a marketing transformation in the pursuit of efficiencies.