Recap
FCS New York hosted our first Cocktails with Content of the summer on Thursday, June 4, at the National Arts Club in Gramercy Park. Attendees caught a break from the heat and listened to Jennie Platt, CMO, TD Bank, U.S., in conversation with Casey Hartigan, Principal Client Partner, Life360 Ads, the exclusive programming partner for the event.
The theme of the evening was Human-Centered Marketing in a Digital World, a relevant topic as AI and automation add another dimension to the customer experience and the technology financial institutions offer. Using TD Bank’s recently launched brand platform, More human., as a case study, Jennie shared her perspective on how financial marketers can ensure that technological progress remains rooted in human needs.
The Human Behind the Brand
Jennie started the content portion of the event off with how her experience as a student athlete informed her collaborative management style. As a soccer player for most of her academic career, Jennie learned lessons like how to win/lose gracefully and encourage team members by identifying their strengths.
She took these lessons from athletics with her to corporate America. Today, Jennie finds that collaboration, authenticity, and a willingness to adapt are key to working in complex matrix organizations. This has created an environment on her team where people can be their authentic selves.
More human
When Ray Chun was appointed CEO in February 2025, there was an impetus for reimagining what banking can be in the current competitive landscape of digital banks and AI. The human aspect has been part of TD’s marketing (The U.S. brand platform was Unexpectedly Human before the latest iteration.). As such, the idea of staying human while infusing simplicity throughout the organization served as the team’s call to action.
What came to be was More human., which Jennie described as an evolution from Unexpectedly Human because it breaks TD out of the financial services and banking category. More human. makes the statement that, in a world of AI and digital services, TD is making an effort to be more human as a bank and as a company. Jennie emphasized that AI and digital are still part of the equation with More human. Where the platform differentiates itself is in showing how these innovations can operate with people at their center. The launch spot for More human. embodies this vision by depicting a wheeled robot navigating a city while interacting with everyday people. The spot concludes with the end card, “We believe the digital future is also a human one,” encapsulating how TD values technological progress and the humans that live alongside it.
More human. is the first unified brand platform in TD U.S. and TD Canada. Now 100 days in, the campaign has been performing well so far, but Jennie emphasized that the proof of the brand platform’s success will be in its ability to grow market share.
FCS New York kicks off summer with a Cocktails with Content conversation with Jennie Platt, Chief Marketing Officer of TD Bank U.S. Join us on Thursday, June 4th, when we return to the National Arts Club at Manhattan’s Gramercy Park for the first time in more than 15 years.
Jennie will be interviewed by Casey Hartigan, Principal Client Partner, for Life360 Ads.
- Jennie was the 2025 recipient of the FCS Leadership Award, which she graciously accepted during a Fireside Forum at this year’s FCS Race for Kids Marketing Summit in Stowe, Vermont.
- As CMO for TD Bank U.S., Jennie oversees Brand, Integrated Marketing, and Marketing Transformation and Delivery. She leads a team of more than 200 professionals responsible for brand advertising; sponsorships; creative services; product, customer, and digital marketing strategy; and distribution and regional marketing programs.
The theme for our event is Human-Centered Marketing in a Digital World. As AI, automation, and new financial innovations continue to reshape the customer experience, marketers face a critical challenge: ensuring that technological progress remains rooted in real human needs. Using TD’s recently launched More human brand platform as a case study, Jennie will share her perspective on how marketing leaders can maintain clarity, trust, and authentic connection in an increasingly automated world.
In gratitude to Jennie, we’ll make a $1,000 donation to the children’s charity of her choice: Covenant House New York, whose mission is to provide residential services to vulnerable homeless, runaway, and exploited youth.
Our event will run from 4:30pm until 6:30pm, with the program starting around 5:00pm. There will be plenty of time to network with your colleagues from the FCS Community.
We’ll enjoy a full open bar and refreshments at the Sculpture Court of the National Arts Club. Seating is strictly limited.
