Featuring images of âbankersâ struggling under the weight of legal requirements coming from numerous regulatory agencies, the campaign addresses the top concern of bank compliance officers today â how to lighten the load.
Launched this month in American Banker, the leading publication of the banking trade, the advertising series called âThereâs a New Wayâ runs until early December in the print edition and on the AmericanBanker.com web site.
âIn the fight against financial crime of all types â from money laundering to check fraud â one of the biggest challenges is how to manage the enormous flow of âlegs and regsâ coming from the regulators â from the OCC and the Fed to the SEC,â says Ed Baum, Chief Marketing Officer of Fortent. âWe wanted to speak directly to this major concern in a clear way, designed to cut through the clutter. This is a deadly serious business, but we chose to use wit and subtle humor to connect with our audience in this campaign, illustrating our understanding of their pain-points.
âThe sheer volume of information â electronic and paper-based â is a concrete reality for most banks. Our research shows that the large, global banks are spending hundreds of thousands of dollars a year alone distributing the right information to the right employees. Fortent Inform completely transforms the experience of managing this glut of information, which is why we wanted to get out the message about this product in a way that compliance officers can relate to,â Mr. Baum observed.