Cognito

Finance is different. Different in the central role it plays in powering the economy, in facilitating global trade, and in backing entrepreneurial growth. Different in the scale of the risks it represents for society and in the degree and international nature of its regulation. Different in the technological challenges it now faces to boost efficiency and make financial services companies relevant to mobile, socially-savvy customers. Different in the exceptionally long-term nature of some of the investment products and advice it offers.

That means that communications and marketing for the financial services industry need to be different too. Different in knowing how to reach both wary consumers and cynical, time-poor business audiences. Different in grasping how quickly corporate reputations can be endangered. Different in measuring the effectiveness of marketing campaigns with powerful tools to make the case for marketing investment in firms' business strategies.