22 min listen
Ally Financial’s Andrea Brimmer on competing against ad spend as an underdog
Ally Financial’s Andrea Brimmer on competing against ad spend as an underdog
ratings:
Length:
18 minutes
Released:
Aug 31, 2022
Format:
Podcast episode
Description
Andrea Brimmer is now nearly 15 years into a career change she says she never expected. Brimmer — who made the move from an advertising agency to Ally Financial in 2008 and has spent the last seven years as the company’s chief marketing and PR officer — says her perspective on getting into the financial sector shifted after this realization:
“The three most important things in your life are your family, your health, and your money,” Brimmer says on The Current Podcast. “And we all work so hard for our money, so if you could be a brand in this space that really puts the customer at the center of everything you do, and really finds ways to get people to think about saving their money in ways that are meaningful to them, that is a really cool opportunity. It’s been more rewarding for me on a personal level than I ever thought it would be.”
Brimmer shares how important it was for Ally Financial to recast the brand with a digital mindset just as the first iPhone launched, how the company differentiates itself from the competition, and the creativity it takes to compete with brands that have more ad dollars to spend.
“When you’re going up against Goliaths from a spend standpoint, and you’re a David, you’ve got to really figure out how to be differentiated. And I think our point of differentiation has come by leaning into the name and the promise of the brand, which is to do it right,” Brimmer says. “We have always adopted this idea of kind of ‘outwit, outlast, outplay,’ and find creative ways to get people to interact with their money.”
“The three most important things in your life are your family, your health, and your money,” Brimmer says on The Current Podcast. “And we all work so hard for our money, so if you could be a brand in this space that really puts the customer at the center of everything you do, and really finds ways to get people to think about saving their money in ways that are meaningful to them, that is a really cool opportunity. It’s been more rewarding for me on a personal level than I ever thought it would be.”
Brimmer shares how important it was for Ally Financial to recast the brand with a digital mindset just as the first iPhone launched, how the company differentiates itself from the competition, and the creativity it takes to compete with brands that have more ad dollars to spend.
“When you’re going up against Goliaths from a spend standpoint, and you’re a David, you’ve got to really figure out how to be differentiated. And I think our point of differentiation has come by leaning into the name and the promise of the brand, which is to do it right,” Brimmer says. “We have always adopted this idea of kind of ‘outwit, outlast, outplay,’ and find creative ways to get people to interact with their money.”
Released:
Aug 31, 2022
Format:
Podcast episode
Titles in the series (74)
Spotify’s Jay Richman, VP, Head of Global Advertising Business & Platform: Spotify started podcast wars. And before it was the podcasting behemoth it is today, it built its name and reputation as a music streaming service. From a small start-up in Sweden, the company has grown to become the world’s most popular audio streaming subscription service with over 365 million users, including 165 million subscribers, across 178 markets. In this edition of The Current podcast, we hear from Jay Richman, the VP, head of global advertising and platforms, to find out why the company is betting big on podcasts (with over 2.6 million on the platform, plus this one) and how the company is thinking about improving the advertiser experience for listeners. by The Current Podcast