The heat is on financial services according to Pearlfinders' Global Index

Reducing spend on marketing and advertising is normally the first thing on the agenda for brands in times of global uncertainty. However, it’s not such a depressing outlook for financial services brands in 2017/18.
During unstable economic times, cue Brexit and the American presidential fall out, more and more people are worried about their finances. Financial services brands will therefore be seen to spend more on engaging customers to ensure loyalty.
If 2016 proved anything, it is that p