Braver Bank Marketing with Andrea Brimmer, Chief Marketing and PR Officer, Ally

Play episode

Can one marketing team make an impact on a category as time-tested as banking? Andrea Brimmer, Chief Marketing and PR Officer at the digital financial services company Ally, says that all it takes is a bit of bravery. Tune in to hear Andrea discuss her bold approach to the company’s rebrand, her team’s innovative use of gamification to increase financial literacy, and her strong commitment to elevating diversity and equality through marketing.

Tune in to learn:

  •  About the gamification strategies at Ally (3:37)
  • The approach used to the rebrand at Ally (27:05)
  • How marketing can be used to promote diversity (33:33)


About the Guest:

BIO: Andrea Brimmer is the chief marketing and public relations officer of Ally Financial Inc. She joined Ally in 2006, spearheading the creation of the Ally brand, developing everything from the brand pillars and cultural framework to the value proposition and delivery in the marketplace. Under her direction, Ally emerged with a strong reputation as a “different” kind of financial services company, dedicated to solving customer pain points that traditional institutions ignored.

Brimmer was named chief marketing officer in 2015. In 2016, she launched the company’s first unified brand campaign, “Do It Right”, highlighting Ally’s unique focus on doing the right thing for customers. The campaign not only aligned the full scope of the company’s product offerings under one mantra, it also reflected the company’s internal culture and core values. “Do It Right” became a point of pride for Ally and resulted in the highest consumer brand sentiment and awareness in company history.

Brimmer is widely recognized as one of the country’s most innovative and effective marketing leaders. Among her many honors and accolades include being named to the Business Insider list of Most Innovative CMOs in 2022 and a winner of Adweek’s 2020 Brand Genius award. She has been named three times to Forbes’ list of World’s Most Influential CMOs and a two-time honoree of 100 Leading Women by Automotive News.

Prior to joining Ally in 2006, Brimmer spent 20 years on the agency side in Detroit, where she led the Chevrolet account and launched the iconic American Revolution campaign. She sits on the Professional Advisory Board of the College of Communication Arts and Sciences at Michigan State University, Glamour’s Women of the Year Advisory Board and the Board of Directors for eHealth, Effie Worldwide and the Ad Council. She earned her bachelor’s degree from Michigan State University, where she also played varsity collegiate soccer for four years.”

Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You’ll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

Episode 362