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Why Good Creative Matters—Especially in Financial Services

By Hillary Kelbick, President & CEO

In the vast landscape of advertising and marketing, good creative isn't just about catchy slogans or arresting visuals. It's about integrity. It's about holding your product, your brand and your audience in the highest regard. When we talk about good creative, we're talking about more than just aesthetics; we're talking about honesty, respect and pride in what we do.

As the founder of a marketing agency celebrating its thirtieth year in business, I’ve witnessed firsthand the transformative power of creative integrity, particularly in our focus on financial services.

Financial services marketing may not have the glamorous appeal of consumer products, but it offers ample opportunities for creative innovation, storytelling and meaningful connection. Whether it's planning for retirement, securing a mortgage or finding a new bank, these are significant decisions that deserve thoughtful and engaging communication. And the brands behind these services deserve sophisticated, impactful creative execution that respects and elevates the core tenets of their brand.

Good creative in financial services marketing not only carries the responsibility of delivering vital information, but it does so with some elegance. The best creative campaigns respect the intelligence of the audience and communicate with honesty, transparency and authenticity. That’s not to say we can’t inject wit and personality into the work. We do love a clever concept executed well. But by acknowledging consumers are savvy enough to see through flashy gimmicks and empty promises, good creative can connect in a way that builds trust and credibility in the process.

This comes into play most acutely in our agency’s work in merger and change communications. The audience in these cases—the stakeholders, employees and customers–are not passive recipients of information; they are discerning, informed and often emotionally invested in the outcomes.

Here, transparency is not a buzzword, but a guiding principle that informs every aspect of our communications strategy and creative work. From the selection of imagery to the overarching messaging, even to crafting personalized, interactive elements, we strive to create positive customer experiences while providing clear, actionable information about any changes. When done well, I believe even regulatory communications can serve as an opportunity to touch customers and inspire loyalty.

In the end, good creative, especially in the realm of financial services, isn't just about selling a product or service—it's about building trust, fostering meaningful connections and empowering individuals to make informed decisions about their financial futures. Good creative isn't just about what we do—it's about who we are and the values we uphold. So let’s embrace the opportunity to lead with integrity. The result may just be marketing magic that inspires, educates and ultimately drives action.

MKP communications inc. is a New-York based marketing communications agency specializing in merger/change communications for the financial services industry.