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Ally's CMO Rebrands Bank

Direct Marketing News, Tuesday, January 11, 2011 10:46 AM

Sanjay Gupta was central to the former GMAC's rebranding as Ally Bank. GMAC came out of the recession as a holding company owned 56.3% by the government. As the company has rebranded its divisions, Gupta also helped engineer the company's recession-driven shift to Ally -- a move from automotive financing to online retail banking. The company's three pillars for its relaunch last May were "Do right, talk straight and be obviously better."

"It was the world's largest startup," said the Ally CMO. "I had an opportunity to create a team that would go after creating a unique value proposition, from the marketing standpoint but also from the banking standpoint."

The bank is leaning on TV and online marketing, including homepage takeovers and banner ads. But the company also does email marketing with existing clients and direct mail. Canada's Henderson Bas, a digital agency, works on digital marketing for Ally.

Read the whole story at Direct Marketing News »

digital, direct mail, email, financial services, online, television, tv

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