Wells Fargo →
Money Logic
Goal. Increase brand power through the Wells Fargo comeback story to signal a new chapter, build trust, and drive consideration.
Brand Strategy. Everyone has unique rationalizations for how they manage money. Wells Fargo is the judgment-free partner that helps sharpen how you do money.
Comms and Audience Strategy. Everyone has a different “Money Logic.” Wells Fargo meets people where they are—demonstrating care, sharing expertise, and inviting diverse money mindsets.
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Gen Z. Lower incomes, even small savvy choices can make a big difference for this self-reliant generation. Money hack: No spend days. Deleting shopping apps. Split accounts for different goals.
Millennials. Experienced financial strain and feeling behind, yet they’re optimistic. By using digital banking they feel in control.
Money hack: Frame purchases as cost per day. Setting fixed daily budgets. Thinking of time as money.
Affluent. Feel have figured out how money works, they focused on moving ahead, balancing caution with accelerated wealth-building.
Money hack: Loyalty programs. Automated banking. Investment transfers.
Hispanic. Guided by upward mobility, they’re eager to boost financial literacy and access innovative tools.
Money hack: Cooking and hosting at home, sticking to monthly budgets, and delaying purchases to avoid impulsive spending.
Messaging and Channel Strategy. Storytelling depth varies by channel and asset type.
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Narrative rich. Engagement spaces highlight individual stories, while mass and targeted channels deliver broader and segment-specific narratives.TV - CTV - Audio - OLV - Press.
Built for a blink. Headlines that evoke how Wells Fargo understands money logic will appear in environments with less engaged audiences.
OOH - Banners - Bank Signage.
Social. This is where our edutainment content lives targeted by audiences.
Role.
Led Comms and Audience Strategy, Messaging and Channel Strategy and IAT integration. Informed Media Investment and Strategy.News. Little Black Book