Multi-channel advertising for financial services — asset management, wealth management, insurance, and fintech

Successful advertising can build brand awareness, promote a new product or drive lead generation. But in complex, crowded industries like financial services and fintech, it takes strategy, experience and specialized skills to stand apart.

Regulatory changes, product commoditization and client demand for online experiences compel asset managers, wealth management firms, fintechs and other finserv organizations to advertise in a way that looks beyond the ordinary and meets the moment. Working with Carpenter Group, you’ll have a partner who leverages creative and conceptual excellence, analytical thinking, strategic proficiency and in-depth knowledge of the financial services to create advertising that builds off your messaging, captures mindshare and gets your voice heard above the din.

Our clients range from community-based banks to leading global financial enterprises that value our expertise at shaping their messaging to regional and country-specific cultural norms.

We can build your advertising strategy from the ground up — or address specific needs.

Integrated marketing and advertising strategy

Our work with you begins with a discovery process in which we absorb everything about you and your markets that will shape your advertising:

• Your goals. Every aspect of your advertising will reflect what you want to accomplish — whether it’s raising awareness of your brand, differentiating your offering in today’s crowded financial services market or increasing sales.
• Your audience. We gather your insights about your clients’ attitudes and behaviors as well as relevant cultural, regional and demographic factors.
• Your marketing assets. We consider your existing programs and content, such as thought leadership, websites, white papers, email campaigns, radio, broadcast, out-of-home, podcasts, blogs, social media, sales collateral and others — and how to integrate your advertising with them.
• Competitive landscape. We may conduct a competitive analysis to understand your position in your market.
• Industry trends. We consider everything your audience watches, reads and listens to — in the “real world” and online.
• Current thinking. We take into account best practices and media trends and stay current with today’s culture.

Advertising campaign concepts

Based on what we learn from you, we develop a strategy that encompasses a framework, rationale and platform for creative. Our award-winning design and copywriting teams have the experience to provide creative executions that deliver on your strategy and stand out from your competitors.

Integrated campaign planning

In collaboration with you, we establish success metrics and gain consensus on a media strategy. This informs creative development and a plan that defines the scope of the campaign, the intended user experience and every element in the execution.

Media planning and buying

There are many opportunities for financial services firms to gain exposure through print, digital and online, social media, broadcast, cable, marketing events and out-of-home. In addition to offering in-house media strategy and services, we partner with the world’s leading media planning and buying companies and tap into their subscription base. Our high-impact creative is tailored to the segments you need to reach through integrated campaigns that activate the most effective channels at the right time across global publishing networks and platforms.

Performance measurement and optimization

Once your campaign is launched, we keep you informed through executive briefings, comprehensive reports and SEO results, enabling you to make smart, data-driven decisions. Our measurement specialists will monitor metrics and the performance of each ad placement and track impressions and cost per click (CPC). As needed, we’ll make recommendations to optimize the campaign, such as by revising creative, turning on new placements, reallocating budget or retargeting.

Transform your firm’s advertising strategy.
Contact us now.