Morgan Carter / Chief Marketing Officer
Perspectives from a life in leadership.
The latest essay
When depositors are frightened, reassurance reads as alarm and a rate special reads as need. A bank should suspend its advertising, publish within a day the figures depositors are asking about and keep its offers until the fear has passed.
Read the essayWhen depositors are frightened, reassurance reads as alarm and a rate special reads as need. A bank should suspend its advertising, publish within a day the figures depositors are asking about and keep its offers until the fear has passed.
Per-account bounties turn every creator's video into a sales pitch and leave the firm's review as an afterthought. Banks and brokers that work with creators should pay flat fees, approve and archive every paid post, and judge the programme by the accounts that last.
Bidding software and modelled audiences learn where a bank's borrowers already live and spend its budget there. A chief marketing officer should treat the geography of credit advertising as a fair-lending control, report it to the people who own fair lending and pay for the reach an algorithm will not choose.