Wells Fargo Insurance
When things went south in the financial sector, Wells Fargo started buying insurance brokerages.
The strategy: Get bankers to cross-sell business insurance to their financial clients.
The problem: Bankers know nothing about insurance and they don’t care to learn.
It was my job to make sure they learned anyway.
I decided to chunk the information into varying lengths and formats, to accommodate a range of different learning and media preferences. We built an intranet site that featured a different class of insurance every quarter, with materials ranging in depth from white papers to a vlog from CSO Mark Pinkowski.
We also produced a quarterly mailer that made prospecting kind of fun and interesting. We posted that content online, too.
And we devised a Quick Take mailer with top-line stats and a snarky voice to win over our brusque banking brethren.
National Trade Show
The WFI trade show program revolved around Dale Earnhardt Jr., the Wells Fargo car and a four-way Xbox racing competition with high-value NASCAR prizes.
National Sales Meeting
WRITING | VIDEO DIRECTION | CREATIVE DIRECTION | EVENT PRODUCTION
So we have all these brokerages all over America who are no longer independent. We need them to play ball. Moreover, we need them to want to play ball as part of a larger, more lucrative, more interesting organization.
WFI asked for a national sales meeting. I wrote, directed and produced the three-day event in Las Vegas, complete with a video emcee from an undisclosed location.
