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Wells Fargo’s Post-Scandal Marketing Playbook

When Wells Fargo Chief Marketing Officer Jamie Moldafsky launched a recent new ad campaign for the bank following its sales-practices scandal, it was a mix of art and science. Wells Fargo was already investing in how to better understand its customers and potential customers, but it stepped up the work in September, after the San Francisco bank paid a $185 million settlement for opening up as many as 2.1 million accounts using fictitious or unauthorized customer information. It has since faced two congressional grillings, a slew of management changes, large clawbacks of executive ...

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