Jim Speros, the exec VP of Fidelity Investments, spoke about the ins and outs of creativity at a Friday afternoon presentation during the ANA Masters of Marketing event. From labeling audience members as squares or stars to highlighting the minds of Richard Branson and Steve Jobs, he said the role of creativity has only increased in importance in recent years. In 2015, creativity was listed as No. 10 on a list of important job skills; by 2020, it will be ranked No. 3, Mr. Speros predicted.
Fidelity has tried to incorporate better customer experience, brand purpose and less friction into its imaging. Sales at the 70-year-old company have grown 26% from $12.6 billion in 2012 to $15.9 billion last year. Mr. Speros, who was responsible for the company's iconic green line campaign in 2009, said part of the secret lies in expanding the business into adjacent markets.
"We're not your father's Oldsmobile anymore -- we're much more than a mutual company," said Mr. Speros. "Our brand purpose is to inspire better futures and deliver better outcomes."
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