InBrief: Gender-Lens Marketing: Driving Lasting Change by Championing Women
This InBrief lays out a series of tactics for adopting an authentic, effective gender-lens marketing and advertising approach based on the experiences of FSPs that are doing it successfully. It draws on the learnings of the Financial Alliance for Women’s (Alliance) Communications Tasks Force, a select group of marketing and communications professionals from member institutions who meet regularly to share their experiences and practices.
Advertising with Impact – Bank of Palestine
In this presentation from the 2018 GBA Summit, Raya Yusuf-Sbitany shared information on Bank of Palestine’s communications and marketing strategy for its Felestiniya Women’s Market program and some of their most successful campaigns.
Advertising with Impact – BLC Bank
Karyl Akilian shared several of BLC Bank’s impactful marketing videos for its We Initiative Women’s Market program at the 2018 GBA Summit.
Winning Over Women: A commercial imperative for financial services
Kantar’s research in the UK has revealed striking differences in the approach men and women take to managing their money. This report shows how financial service providers in the country are meeting – or failing to meet – the needs of their female customers.
Westpac: Mass Marketing
This presentation on Westpac’s mass marketing strategy was developed by the Westpac team for its 2015 Study Tour.
Westpac: Women’s Market
This presentation on the Women’s Market public relations strategy, featuring case studies of various profiling opportunities and other media outcomes, was developed for Westpac’s 2013 Study Tour.