Marketing

Banks ditched radio ads, direct mail and sports sponsorships and instead produced spots for social media, video games and streaming services, all while adjusting their messages to feel more relevant to the times. Now, with coronavirus cases declining, will they return to the old normal?

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Gillin joined JPMorgan four years ago to lead the bank’s co-brand credit card business. She was chief marketing officer for about a year.

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Large banks and aggregator sites, like Bankrate, tend to outperform regional and community banks, but smaller institutions can compete by publishing valuable content and creating web pages for individual branches.

The onset of COVID-19 forced the industry’s largest trade group to put its Open Your Eyes campaign on hold, but nearly a full year later it’s still struggling for industry buy-in.

A sponsorship deal between the regional bank and the league will emphasize economic empowerment and financial education. It's a good example of how corporations increasingly seek to associate their brands with a cause or purpose, experts say.