Ally Financial Gearing Up to Launch New Marketing Push

Ally Financial Gearing Up to Launch New Marketing Push


Ally Financial Inc. (ALLY), the fintech company that owns Ally Bank

and the robo-advisory service Ally Invest, is gearing up to roll out a new marketing push that takes into account all of its offerings. After using global advertising firm Grey for the creative side for more than six years and Spark Foundry as its public relations firm for around a decade, Ally has sent out requests for proposals to other ad agencies and PR firms, reported Crain's Detroit Business. In an unusual twist, Ally Financial is paying the agencies that are pitching for the business, which includes the two incumbents. In an interview with Crain's, Andrea Brimmer, the chief marketing officer at Ally, said that the fintech knows the work that goes into pitching for new business and will pay the companies for their efforts, with a decision coming at the end of May or early June.

According to Brimmer, Ally has focused its marketing in the past on its business-to-business products. But last year, the company got into the mortgage, credit card and online investing segments of financial services, and it wants to get the word out about those products as well. "Given how much Ally has matured and evolved, we need to go out and talk a new group of partners," Brimmer told Crain's. The firm is aiming to launch a new campaign by the fourth quarter of this year. Brimmer emphasized that the creative campaign when it comes to financial services needs to be "extremely breakthrough."

Ally Financial is known to step it up and think outside the box when it comes to its marketing efforts. In an October effort to promote mobile investing, the company sent a drone to the food court of North Carolina's Carolina Place Mall, delivering mobile phone chargers to shoppers. The drone was emblazoned with an Ally-branded purple balloon and the tagline "Ally Do it Right."

"The activation was aimed at the idea that if we're a mobile bank and your phone dies, you can't do mobile banking, so providing a tool that makes sure that peoples' phones never die and can always be charged was a fun way to show our customers that we will seriously do anything to help them stay connected," Brimmer told Event Marketer at the time. "We're really trying to experiment with a lot of the new technology that is out and understand ways that we can utilize it, whether it is drones, AI, virtual reality." She said the stunt resonated with consumers. Judging from that guerilla marketing campaign, consumers should expect more unique branding if Ally chooses a new ad agency.

Chuck Reynolds

Marketing Dept

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