Fifth Third Bank

Fifth Third Bank was looking to revamp its marketing infrastructure in a bid to improve the overall brand esthetic as well as to move further towards personalization and 1:1 marketing reality. As a condition of an Agency of Record RFP win, Epsilon was engaged to do a Marketing Opportunity Assessment (MOA) and provide detailed recommendations on their entire marketing plan from strategy and design through to program operations and analytical processes. The MOA results were presented to the marketing and business leads for various components of the plan as well as an executive presentation to the CMO directly.

This engagement was a great opportunity to focus on the entire process of creating quality and customer relevant marketing for a large organization in a mature category/ market. Fifth Third Bank was doing a lot of good things already and had great audience data as well as competitive products. The challenge was trying to coordinate and evolve some of the processes that were somewhat siloed at the time.

Once we exposed this opportunity to key stakeholders, the organization was very quick to make changes that led to profound impacts for the effectiveness of their efforts. The quality of the creative was uplifted as well.