Question

Topic: Advertising/PR

Why Do Investment Banks Need To Advertise?

Posted by Anonymous on 10/19/2004 at 6:19 PM ET 250 Points
My client is a a top tier investment bank who has never executed a formal branding campaign beyond tombstone ads.

Why in todays climate, bad press, M&A activity, growth of 'supermarket' financial brands like Wachovia, etc should an Investment Bank advertise when they do not believe advertising contributes/enhances the bottom line?
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RESPONSES

  • Posted by SteveByrneMarketing on 10/19/2004 at 6:43 PM Member
    Would an investment bank make an investment in a company that refused to advertise? Probably not. They would recognize that ALL businesses have competition and usually they ALL advertise and brand. When the investment banking begins to “heat up” again, who is going to be top-of-mind in the investment banking world? It’ll be those wise enough to invest in themselves – through branding and advertising.

    Hope this helps,

    - Steve
  • Posted by Chris Blackman on 10/19/2004 at 10:22 PM Member
    I've always questioned the sanity of tombstone ads. Why, if they are going to spend money on media, don't they do something more targeted and compelling than these awful tombstones.

    I mean, they ae celebrating an important event with a client or investee company. Why don't they leverage the interest to help build their brand in a far more interesting way than "proud to be associated with the IPO of XYZ blah blah".


    ChrisB
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