Presence in 100% of American households every day (something even the moon can’t claim). 6 million merchants. 25,000 financial transactions per section. 10,000 financial institution clients.
Fiserv moves money, that’s for sure. But under the leadership of a visionary new CMO, this 40-year-old fintech knew it needed to elevate this cold, functional positioning to something, well, more.
This CMO had worked with us during her time at Aflac. We had brought smarts and heart to an equally complex business, and she knew she could rely on us to do it again — and quickly. We got the band back together, the same powerful triumvirate of account, strategy, and creative leadership (with a special request to add my name as a line item on the scope), and we got to work:
Stood up a strategy and campaign program for the Financial Institutions side of the house
Updated fiserv.com to reflect the refreshed brand — in record time
Developed quick-turn paid media campaigns for Zelle, CashFlow Central and the Fiserv Small Business Index, a first-of-its-kind measure of small business sales and transaction data
Created a look and feel for static and animated social and blog content in line with the new brand
Created content for the Fiserv Insights blog and social channels, including multiple animated explainers
Deployed an Executive Social pilot and playbook
Pinch hit on Clover toolkits and sales activations
Partnered with the in-house agency team to develop new brand and tone guidelines for the Fiserv and Clover brands
In my individual consultative role, I helped implement best practices across email and social, and wrote and wrote and wrote, oh, and wrote.
“More Matters”
We had a new brand identity — “Fiserv moves more than money” — and a strategy that was also a mission statement — “Guide Financial Institutions to the core of tomorrow’s commerce.” All we needed was a campaign.
In our hands, our size became your scale, seeing more meant doing more, and Fiserv’s unrivaled perspective became a not-so-secret weapon.
Originally conceived as the Financial Institutions group campaign, More Matters was such a simple, telegraphic, and modular device that it showed up throughout brand-level comms, including the annual 4,000-person Fiserv Forum Client Conference in Las Vegas.
So fresh and so Fiserv
We refreshed key pages on fiserv.com, including the Fiserv Insights blog, and brought the look and feel to life across graphic insets, social, and more. When the CMO called our brilliant art director a “HERO!” she was not wrong.
We made the complex simple, and the simple satisfying.
From the benefits of new AI-enabled call center technology, to how small business owners could leverage real-time transaction data, to what the future holds for credit unions and community banks, our ease around the deepest complexity allowed us to meet Fiserv, and its multiple audiences, where they were. Fiserv may operate at a grand scale — but so did our thinking.
