A finance giant with an authentic human voice? It may sound like an oxymoron, but Kristin Lemkau has helped JPMorgan Chase project that kind of humanity.
Take, for example, #ThisMama, an ad campaign celebrating working moms. Its centerpiece was a popular video starring Serena Williams and her baby daughter. If the campaign wowed, it’s because it defied expectations: As Lemkau herself observed at Advertising Week New York, “Our industry has not always been great at accurately and realistically representing motherhood.”
Lemkau’s focus on humanizing her brand reaches well beyond the maternal demographic, however. As the bank competes for younger customers, her decidedly human approach has positioned JPMorgan Chase for sustained success.