SERVING THE FINANCIAL SERVICES INDUSTRY SINCE DAY ONE.
My financial services experience began with my first job as a copywriter for a company that sold collectible coins as an investment. Over the years, my experience expanded to include a wide variety of products and services within the financial services industry, including financial planning and wealth management, digital banking, auto, home, and life insurance, digital security insurance, and many years supporting U.S. Bank, the fifth largest bank in the United States. I also led the creative teams at Deluxe Corporation, one of the nation’s largest paper check companies, and Entrust Corporation, the world’s largest manufacturer of secure credit cards. The following examples showcase just a few additional campaigns curated from my extensive background.
LENDING CLUB: INSPIRING SMART MONEY MOVES
Campaign Goal: Gain new loan applications from existing Lending Club members.
Background: The Lending Club is a leading fintech marketplace bank with a strong following among young professionals. This campaign recognizes current members’ financial prowess and invites them to make their next “smart money move” by replacing high-interest credit card debt with low-interest Lending Club loans. The playful tone and graphic style aligned with other Lending Club campaigns in the market at the same time.
CREATIVE CREDITS: Laurie Bedwell, Copy; Jo Schommer, Art Direction; Colin Cunningham, Creative Director
AMERIPRISE: PUTTING ADVISORS IN THE LEADER’S SEAT
Campaign Goal: Drive advisor recruitment with a campaign recognizing the value of working with an industry leader.
Background: This advisor recruitment campaign leverages the iconic “Red Chair” that was part of the company’s brand messaging. The ads highlight the top reasons why ambitious advisors should join Ameriprise, a national leader in financial planning.
CREATIVE CREDITS: Laurie Bedwell, CD/copy; Tim Gross, CD/ Art Direction; Mark Weninger, Executive, Creative Director
ENTRUST INSTANT ISSUANCE: LETTING HEROES BE HEROES
Campaign Goal: Appeal to financial institution managers by reinforcing the value of having an instant issuance capability at their local branches.
Background: Desktop instant issuance printers are among Entrust’s hallmark products, which offer financial institutions the ability to deliver credit cards instantly. This video tells their story well by demonstrating how quickly replacing a lost credit card helps a local bank manager save the day for a devoted dad.
CREATIVE CREDITS: Laurie Bedwell, CD/Copywriting; Steve Laliberte, CD/Art Direction; Stephen Demon, Copy/Video Production
eCHECK CAMPAIGN ENCOURAGES TRADITIONAL CHECK CUSTOMERS TO PAY LIKE A PRO
Campaign Goal: Establish interest and trial in Deluxe eChecks, a new, secure payment method.
Background: Deluxe eChecks played a central role in the company’s strategy to offset the decline in paper checks. The marketing featured compelling trial offers and testimonials, encouraging small business owners to give this next-gen payment platform a chance.
