Why bank brands are taking a more purposeful marketing approach

Financial services brands are overhauling their marketing strategies, going from functional to emotional by showing off their quirky history or their efforts to make the world a slightly better place.
Santander is the latest to change approach. It has turned to user-generated content to launch a campaign that it hopes can speak to customers in a more authentic way than could be achieved with a glossy, highly polished campaign. The new campaign, which was created in partnership with WCRS, also r