JPMorgan Ads Feature: Real Customer Testimonials
Financial services advertising often relies on familiar imagery: depictions of lifeS notable events-celebrations of new life, academic achievements, weddings, adn retirements-presented as being enhanced by sound financial planning.
Though, despite polished production values, the individuals featured in these advertisements are typically actors, a fact readily apparent to many viewers.
This convention began to shift earlier this month with the release of new advertising campaigns from JPMorgan Wealth Management. In a departure from its historical marketing practices, the firm is now featuring actual clients sharing their personal experiences and insights. The advisors and investment narratives presented in the ads are also genuine.
“Authentic human stories are most impactful when told by the clients and advisors who are living them,” stated Paul Halpern, Chief Marketing Officer of JPMorgan Wealth Management, describing the move as a logical evolution of the company’s marketing strategy.