Last week, MediaPost’s Marketing Daily posted a story about Philadelphia’s Beneficial Bank and their new campaign encouraging customers to make a new financial beginning. The campaign, with its “Starting Now” tagline, was developed much earlier this year but has been intentionally launched to coincide with the election. Reading about this campaign reminded me of our conversations this year about relevance. The planning and creation of any marketing effort must take real-world conditions and the current needs and concerns of consumers into account. This campaign is leveraging today’s economic, cultural and political climate to connect with themes that are top-of-mind for many consumers. I’ll definitely be watching to see what result they achieve.
