As chief marketing officer for Bank of America, Anne Finucane is charged with transforming the brand from simply one that “everyone knows” to one that everyone wants to use — a destination brand. To make this happen, she is tightly integrating the marketing department with other corporate functions — a directive she knows many other CMOs are dealing with. “Today, corporate marketing organizations are undergoing major transformations and are increasingly fulfilling a significant role in driving business performance,” she says.
At the upcoming conference, Finucane will discuss how she approaches that challenge, and how it is changing as marketers attempt to harness the power of new media and move closer to customers. That, she says, is at the heart of Bank of America’s latest positioning campaign, called Bank of Opportunity.
A longtime attendee of ANA conferences, Finucane says she is eager to share her insight with fellow marketers at the unique gathering. “The ANA’s Annual Conference creates an impactful forum for companies to share their success in confronting the dynamic new marketing landscape,” she says.
(As appeared in The Advertiser)
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