How Wells Fargo Has Evolved Its Marketing to Fit a Larger Footprint http://bit.ly/12lnWQA
Jamie Moldafsky may be the only financial-services CMO with a line item in her budget for hay.
Wells Fargo is the No. 4 U.S. bank by assets and the largest retail mortgage lender, but it still has to feed the horses that pull its iconic red-and-yellow stagecoaches, which appear in 350-plus parades across the country each year.
"It’s a great asset … the only other company that has anything like it is Budweiser with the Clydesdales," said Ms. Moldafsky, who joined Wells Fargo in 2005 from appliance giant Whirlpool, where she led the company’s colorful KitchenAid brand. She was promoted to CMO from exec VP-home equity acquisition and customer management in 2011.
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