Lessons from Fidelity’s Jim Speros

A few points from Fidelity’s highly regarded CMO Jim Speros caught my eye in eMarketer.

First, Jim has brought Fidelity’s marketing mix to 40% digital, up from 15% just four years ago when he came to Fidelity.  This is on the leading edge of major marketers today.

Second, Fidelity’s new “Thinking Big” campaign is designed first for digital as the lead medium.

Third, Fidelity gained nice ground over the recent economic downturn by spending relatively heavily, and continuously, on its “Green Line” campaign.  Jim says “Marketers who maintain their marketing pressure during an economic downturn usually come out of it stronger than competitors.”

More here.