Fidelity’s Speros Says “Turn Here” for Successful Advertising

The FCS September luncheon at the New York Yacht Club welcomed Jim Speros, EVP/CMO of Fidelity Investments, and past winner of the FCS Financial Marketer of the Year. FCS President Kevin Windorf told the audience of more than 185 industry professionals, “It’s great to see so large a turnout today, and it’s not only because the spotlight is on one our industry’s leading brands, but because our guest speaker Jim Speros is one of our industry’s most respected leaders.”
In his presentation, Speros spoke of the origins of Fidelity’s award-winning “Turn Here” campaign, which was born in 2008, when he envisioned the company as a “financial GPS” for its 24 million customers. A lifelong marketer at major brands such as AT&T, Ernst & Young, and Marsh & McLennan, Speros joined Fidelity in August of 2008, only a month before the financial services industry imploded. He recognized that during such a crisis that even sophisticated investors look for guidance.
“Turn Here” and the now famous green line brought to life the concept of guidance and navigation, but also underscored the positioning that, “with Fidelity you get a financial partner that can help you now and at every stage of your life.”
A champion of true 360° marketing, Speros launched an integrated campaign despite the economic crisis, and Fidelity benefited as most competitors fled to the sidelines.
Speros credited the ever-creative executions of the campaign to Fidelity’s Boston-based agency Arnold, as well as its in-house agency of some 200 employees.
Always a candid speaker, Speros was proud to share his views on the core elements of a successful advertising campaign:
• Start with big ideas (to pull through all channels)
• Be focused
• Stay consistent: pick your theme and be continuous with it (2-3 years minimum)
• Stay engaged with your consumer
• Have a sufficient spend
In wrapping up, Speros reminded the audience (the majority of whom admitted to holding Fidelity products in their portfolios), “Marketing is only one part of a supply chain extending out to the customer.” He incited media partners to always look for creative ways to activate executions across platforms, and encouraged marketers to “embrace innovation and take risks,” but that “continuous measurement is critical.”
With the perennial success of “Turn Here,” Speros spoke knowingly when he emphasized, “Powerful ideas matter more now than ever.”
At FCS events time and time again, our audience of fellow marketers, agency and media reps, and communications professionals come to realize that “true leaders, like Jim Speros, matter more now than ever.”