Wells Fargo Embraces Diversity in New Brand Push
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Wells Fargo is highlighting the diversity of its customers and its services in a new brand push called “Why I Work.” It is the firm’s first major effort since tapping BBDO to lead creative last year.
The first of seven spots that will roll out this week features a lesbian couple that is learning sign language to speak with a young, deaf girl they’re adopting. Called “Learning Sign Language,” it’s meant to highlight the unique, diverse needs Wells Fargo advisors help customers deal with every day. The firm, for example, has trained employees on how to advise same-sex couples and domestic partners since 2009, as well as people managing adoption and disabilities.
“We’ve been serving these communities, but we hadn’t really told that story,” said Jamie Moldafsky, CMO of Wells Fargo. “We understand that there are needs that are really unique to them. … We will only be successful if we mirror the community and population that we serve.”
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