Recap
On July 9th, the FCS hosted a fireside chat at the New York Yacht Club, featuring Jennie Platt, the U.S. Chief Marketing Officer for TD Bank. Jennie was interviewed by Phil Edelstein, founder of Substance Strategy & Creative, and president of the FCS Philadelphia chapter. The topics of their conversation ranged from TD’s efforts at achieving differentiation in the cluttered and commoditized banking space, to how marketing is helping to drive measurable growth for the bank.
Jennie presented TD’s latest 60 second television spot, “Manifesto.”
Here’s a video clip of Jennie’s comments.
The top three learnings from the discussion included:
- Achieving brand differentiation: Jennie discussed how TD isn’t just saying it’s a more human bank — they are creating a truly “human” experience for customers. She cited examples that included labeling TD’s branches as “stores,” launching a new “Chosen First Name” feature, and even TD’s newest buzzworthy ATMs – in this case, Automated Treat Machines – for dogs. This brand positioning is showcased in TD’s campaign “Unexpectedly Human.”
- Marrying national and local marketing: Jennie shared how TD is implementing a unique model for achieving more localized, tailored go-to-market strategies. While there is a national brand messaging approach for the bank, there are also local planning teams who are focused on understanding unique characteristics and opportunities in local markets. They are responsible for taking TD’s global messaging and applying it uniquely to their own market. This helps TD stay highly relevant and competitive in the local markets where it operates.
- Driving revenue: Jennie talked about how one of her key mandates as a marketer was driving measurable revenue for the firm. She discussed how anything from analytics to unique opportunities in martech are enabling TD to identify and execute on key opportunities to upsell, cross-sell and acquire customers. While the journey is still ongoing for TD Bank, the company is already seeing green shoots in its efforts.
Our thanks to Substance Strategy & Creative, our exclusive programming partner for this event.
FCS New York celebrates summer with a Cocktails with Content reception featuring Jennie Platt, Chief Marketing Officer of TD Bank. Join us on Tuesday, July 9th, at the New York Yacht Club.
When it’s time for our content conversation, Jennie will be interviewed by Phil Edelstein, Founder of Substance Strategy & Creative, and President of the FCS Philadelphia chapter.
- As CMO for TD Bank, America’s Most Convenient Bank®, Jennie oversees Brand Marketing, Integrated Marketing, and Corporate and Public Affairs.
- Jennie joined TD in 2022, following 9+ years as a successful marketing executive at Citi, and 10+ years at American Express.
In gratitude to Jennie, we’ll make a $1,000 donation to the children’s charity of her choice: St. Jude Children’s Research Hospital, which is “leading the way the world understands, treats and defeats childhood cancer and other life-threatening diseases.”
Our event will run from 4:30pm until 6:30pm, with the program lasting about 30 minutes. There will be plenty of time to network with your colleagues from the FCS Community.
Full open bar and refreshments!
