Financial Institutions Marketing Spend

Goals

Identify the total marketing spend and share of voice in 2018, 2019, and year-to-date 2020, broken down by channel, for each of the following financial institutions:

Goldman Sachs UK:
  • JPMorgan Chase
  • Morgan Stanley
  • Barclays
  • Lloyds Bank
  • HSBC
  • UBS

Goldman Sachs France:
  • JPMorgan Chase
  • Morgan Stanley
  • BNP Paribas
  • Societe Generale
  • HSBC
  • UBS

Goldman Sachs Germany:
  • JPMorgan Chase
  • Deutsche
  • Commerzbank
  • HSBC
  • UBS

Goldman Sachs Poland:
  • Credit Suisse
  • Citibank
  • BZ WBK/Santander Polska
  • UBS
  • Goldman Sachs
  • Google
  • Samsung
  • Fiserv (recently purchased First Data)

Early Findings

  • According to the 2019 annual report for JPMorgan Chase, the company spent a total of $3,579 million on marketing in 2019, an increase from $3,290 million in 2018 and $2,900 million in 2017. These values are for the entire company, not broken down by location.
  • JPMorgan Chase Germany has the greatest exposure of any other branch based on total funds in lending, deposits and investing.
    • JPMorgan Chase Germany, 2019 total exposure: $51.6 billion
    • JP Morgan Chase global, 2019 total exposure: $302.9 billion
    • [$51.6 billion] / [$302.9 billion] * 100% = 17% = JPMorgan Chase Germany 2019 SOV

Proposed next steps:

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