Global Chair, Financial Services: Deidre Campbell

Trust in financial services has surged to a record 65 percent globally amid the Covid-19 pandemic. The “economic first responders” earned the public’s trust by helping customers make ends meet, protecting employees’ physical and financial wellbeing, and partnering with the public sector to stymie worsening economic turbulence.

As the world adapts to the new normal, financial institutions must work to protect and grow this trust equity. Edelman partners with these institutions worldwide to do just that.

  • We build financial brands that inspire and excite, creating multi-channel campaigns that recognize the power of consumers: They not only buy products and services, but also regulate business decisions with their collective voice.
  • We protect reputations when it matters most. We work in close partnership with clients to anticipate and mitigate risks; attract and retain investors; counsel at the highest levels of leadership on regulatory affairs; and manage all variety of crises.
  • We deliver real-time digital engagement through experiences that resonate on-screen and beyond and also inspire real-world action by consumers, partners, and other stakeholders.
  • We mine data to spark audience connections with rigorous research and analytics capabilities. They unlock how people think, inspire action, and ensure that our clients have powerful, lasting relationships with their stakeholders.

Our expansive capabilities are rooted in a commitment to understanding the challenges of financial services in every category – banking, insurance, asset and wealth management, payments and fintechs, digital assets, and trading firms. With 20 years of proprietary intelligence on what drives trust in institutions and with our best-in-class creative thinking, we guide clients on a strategic and distinctive path forward – to success.

We are leading the market with a team of more than 600 executives on six continents. They are former corporate executives from multinational firms; journalists from leading media; and bankers and lawyers with deep technical understanding of the sector. Importantly, we bring top digital media talent who understand regulated environments and help our clients solve the complex business and brand challenges of an increasingly digital world.

Together, our subject matter expertise, breadth of capabilities, and global reach ensure that our clients have access to fully-integrated communications and marketing solutions and a seamless, highly collaborative experience around the world.

To learn more, contact us at financialservices@edelman.com

2020 Edelman Trust Barometer Spring Update: Financial Services

The 2020 Edelman Trust Barometer
Spring Update: Special Report on Financial Services and the Covid-19 Pandemic reveals that the public’s trust in financial services has reached an all-time high of 65 percent amid the pandemic. The question is: does this higher level of trust represent a sustainable increase? Or is this a trust bubble, with the gains soon to be followed by a downturn?

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2020 Edelman Trust Barometer Special Report: Cryptocurrency

During the past year, we have observed the cryptocurrency market advance by leaps and bounds. Institutions are investing substantially, bitcoin futures can now be settled for physical delivery, and central bankers in developed and underdeveloped nations alike are contemplating launching their own forms of digital currency.

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Millennials & The Future of Money

Cryptocurrency has come a long way from an academic concept and digital advice is becoming ubiquitous in financial products and services. We see the overarching goal of such innovations to be greater financial inclusion and have seen bold experimentation with the future of money and the advice we get to manage it, which are the key themes we focused on in this year’s edition, Millennials & The Future of Money.

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The 2019 Edelman Trust Barometer: Financial Services report indicates that trust in the sector is at its highest level since we started measuring it in 2012.

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Millennials with Money is designed to give the financial services industry an understanding of how more affluent members of this generation differ from their Generation X predecessors and how they are likely to change the financial services landscape in general.

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