For financial service marketers the mood right now is twofold: Be sensitive and wait and see.
Like many marketers, banks, insurance companies and other financial institutions are looking closely at the messages and creative in ongoing and planned campaigns to make adjustments where necessary in light of last week’s terrorist attacks.
“There are certain executions that when you look at them you see either the visual or the headline isn’t as appropriate as it could or should be,” Carl Anderson the CEO of Doremus Advertising, New York, said yesterday. “They’re being sensitive to the marketplace and what’s going to resonate with the customers, clients and employees.”
Once adjustments are made, marketers are moving forward in executing campaign plans for the remainder of the year. “They’re not pulling back,” Anderson said.
“Initially everyone is concerned about the people, the circumstances of this tragic event and the impact it is having on many, many people and less about brand and business propositions,” Anderson said yesterday.
Events over the next few weeks, should the country go to war for example, could change the landscape dramatically, he added.
“I think people would like for business to resume to some normalcy and get back on track,” Anderson said. “Obviously what happens over the next few weeks with events that we may enter into as a country could alter that. Coupled with the fact that the if the financial markets continue to go in a downward spiral instead of stabilizing, all bets are off.”
Doremus Advertising is located on Houston St. in lower Manhattan. The offices were evacuated after the attacks last week and employees were unable to return until last Friday. The company operated from remote locations for several days. All Doremus employees are safe.
