Sep
12
Building a Marketing Strategy for a Song
Posted in: Uncategorized
LOS ANGELES (AdAge.com) — At a time when consumers are arguably paying closer attention to their credit scores, Experian Consumer Direct, the consumer-product division of one of the nation's largest credit bureaus, has been orchestrating a marketing strategy under the watch of Senior VP-CMO Chris Moloney that imparts accessibility and clarity to something formerly left to financial advisers to understand. And for this direct marketer, the cornerstone of the campaign is a decidedly branding-based tool: the jingle.
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