Rookie Advertiser USAA: We Won Big with Marketing
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When Roger Adams interviewed for the CMO job at the financial services company USAA about three years ago, his first thought was that it would be a “marketer’s dream,” he said.
“Here is a company that is almost 90-years-old, they have a great customer service reputation, and they’ve never advertised,” he recalled Saturday during a presentation at the Association of National Advertisers meeting in Phoenix. A few hours later he woke up in the middle of the night with second thoughts. “This could be a marketer’s nightmare,” he recalled. “They have nowhere to go but down.”
Mr. Adams, former CMO at Lord & Taylor and The Home Depot, ended up taking the job. And under his leadership, USAA — which provides insurance, retirement and investment services to military personnel and their families — has used marketing and analytics to reach new heights.
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