Faced with months of negative headlines, banks are having to find new ways to win back their customers' trust.
“For the first time, banking is not based on convenience any more, it's based on security – who is running the company, how well they have performed – and transparency,” says Laurence Boschetto, president and chief operating officer of DraftFCB, part of the Interpublic group of marketing agencies.
“The tone of voice in [banks'] advertising needs to reflect the times,” says Tess Alps, chief executive of Thinkbox, a UK body that promotes television advertising. “Chirpy ads from banks won't go down well at the moment.”
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