Kim Wijkstrom Believes Logo Key To Strategic Expansion 11/28/2018

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Kim Wijkstrom Believes Brand Key To Strategic Growth 11/28/2018


On this week’s episode of “Advertising
These days
,” I’m speaking with Kim Wijkstrom,
CMO for OneMain Monetary. In his position there, Wijkstrom is answerable for building and execution of the corporate’s emblem advertising, and he has overseen OneMain Monetary’s first-ever
emblem marketing campaign: “Lending Performed Human.” 

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Right through the process our dialogue, Wijkstrom talks at duration about what led him to
sign up for OneMain Monetary, his trust that the corporate supplies a essential and accountable provider, and the corporate’s new emblem marketing campaign. He additionally revisits his time at TBWA Chiat Day, the place he
labored on one of the most global’s maximum iconic manufacturers, together with Apple and Absolut Vodka.

Operating on Apple set the tone for Wijkstrom’s occupation. “I don’t suppose, on the time,
I noticed how fortunate I used to be to be thrown into that scenario,” says Wijkstrom. “It was once extra making an attempt to take in up to imaginable from the instant and roll with it and be sure that lets
ship at the courting.”

He is going on so as to add, “It was once one of the crucial basic studying episodes of my occupation in seeing how, once more, the storytelling that includes emblem is
key to a trade technique. After which figuring out what the method is has the entirety to do with the emblem, after which emblem turns into the tale that explains it to the shopper.” 

Highlights from this week’s “Advertising These days” podcast come with:

  • Wijkstrom discusses the genesis of his
    occupation and his time at TBWA Chiat Day. (1:18)
  • What Wijkstrom realized in his position as “cultural translator.”
    (6:49)
  • “When you’ve got a tale to inform, it doesn’t topic the place you inform it.” (9:18)
  • “OneMain Monetary is the biggest shopper monetary products and services corporate within the U.S. that you just’ve by no means heard about.”
    (10:47)
  • Wijkstrom talks concerning the considering in the back of OneMain Monetary’s “Lending Performed Human” marketing campaign.
    (15:42)
  • The absolutely built-in “Lending Performed Human
    marketing campaign has already modified perceptions of and established agree with in OneMain Monetary. (21:02)
  • His lifestyles reviews have
    made Wijkstrom a cultural omnivore. (24:01) 

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