Stuart Elliott of the New York Times looks at how tough it can be to craft an advertising campaign in this climate, particularly if your client is in financial services.
He points to a new campaign by Washington Mutual, which was sold to JP Morgan Chase amid all the upheaval. What do you say to consumers? The creatives working on the campaign went for humor, Elliot writes, deciding on a headline reading “We love Chase,” followed by “And not just because they have a trillion dollars.”
The same challenge is playing out in the marketing department of virtually every financial institution. As the stock market swoons, investors are watching their paper losses mount and their retirement accounts dwindle. As the most trusted names in banking and brokerage have fallen like dominoes – despite reassurances from top executives that nothing was wrong – what message or slogan could possibly reassure a jittery public?
If Madison Ave figures out what the slogan or message should be, they may want to share it with governments around the world.