AGENCY VALUE PROPOSITION

Making considered purchases worth considering.

ABOUT THIS AGENCY

Consistency. We have consistently developed insightful communications programs for the financial services industry. In 1872, Mr. J.P. Morgan asked our founder, Albert Frank, to help him shape a new financial entity to serve the needs of a growing America. This entity became J.P. Morgan Bank and was for more than a century our longest-running client. While some agencies may claim that financial services accounts are no different than any other business, we know better. You speak a different language. We speak it, too. We understand that the target audience may not be the end user. We understand that communications must build brand credibility as well as sell products. We understand that a sales force may reposition the offering with every sales call if not told what the message is. We understand the importance of education in building the business. We know how to elevate parity products to differentiate benefits. The Gate | New York has consistently developed successful communications programs for our financial services clients.

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AGENCY INNOVATION IN FINANCIAL MARKETING

Not to bite the hand that feeds us, but so much of financial services advertising is pretty uninspiring. There. We said it. The reason is that many financial firms think of customers in cold rational terms like “potential AUM.” Or use bloodless, homogenous descriptions like the “wealthy” or the “mass affluent.” What’s more, financial services firms are sales driven and look to sell “products.” But customer and prospects don’t buy products. They buy benefits. Combined, this leads to advertising that is cold, rational and frankly, hard to distinguish from one another. The Gate innovates by first developing benefit–based brand propositions with blood in their veins. Simple but vivid propositions like: State Street Global Advisors: Precision AllianceBernstein: Code Breakers Nasdaq: Home of the Ambitious CFA: Worth the Effort And then develop communications programs based on a consumer benefit that treats the target as a human being. Here are some examples.