Today’s advice comes from Lorna Boucher-Morgan, executive director of global equities marketing at UBS Investment Bank. She spoke with Thinkso:“When design, when branding, when integrated communications are done very well, they become part and parcel of your daily interaction with each other inside of your organisation and with your clients.”
Boucher-Morgan, who has spearheaded marketing initiatives targeting UBS clients, says the hallmarks of a successful campaign are telling a story that’s resonant with the audience but that inspires them to think in a new way, creating dialogue around the campaign, and introducing new ideas.
And design is vital to each of those things, specifically for niche marketers who target audiences that might bet more set in their ways. “If you do the design the completely, you tell a story that uniquely relates to someone in a way that they haven’t thought about it before,” she says.
One campaign Boucher-Morgan crafted for UBS focused on the idea of being global. It did its job, she says, by differentiating the UBS brand and hitting home with its target audience.
“The key is to always challenge what seems to already be settled, to rethink what you think you already resolved, to push into the next idea, to push into the next phase.”
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