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Huddler Ellyn Raftery on Ad Age

November 08, 2021 11:35 AM | Anonymous member (Administrator)

In the span of three years, three large financial services companies merged into one goliath called FIS. With roughly $12 billion in annual revenue and more than 60,000 employees serving more than 20,000 clients in 130 countries, FIS might be the largest company you haven’t heard of. It’s a situation Ellen Raftery, its chief marketing and communications officer, expects to remedy with a new multidimensional brand campaign.

Starting with a revamping of corporate values, Raftery and her team looked to streamline a portfolio of more than 850 products that consumed more than 9 million web pages. Ultimately, they redesigned the portfolio into 10 categories and one clear promise: "Advancing the way the world pays, banks and invests." New “three letter” ads that spell out FIS make the company’s offering accessible to various audiences. While Raftery admits there’s lot more to do, the campaign has already exceeded expectations in terms of reach and impact.

Strategic position, core values and brand positioning were reevaluated to streamline portfolio

Read the full Q&A on Ad Age: How FIS Invested in New Brand after Financial Megamerger

Listen to the Episode: How FIS CMO Spells Brand

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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