Marcus by Goldman Sachs’ “You Can Money” campaign positions the bank as Main Street’s primary account
- A new campaign for Marcus by Goldman Sachs features actress Rosamund Pike, as the brand’s character 'M'.
- The advertising targets the mass market with a message that Marcus is a viable primary account.
Marcus by Goldman Sachs has launched its new creative "You Can Money" campaign featuring Golden Globe and Emmy Award winning actress Rosamund Pike. Pike was chosen to embody the brand’s message that Marcus helps consumers’ money work smart. She serves as the brand’s character “M,” which originally appeared in 2020.
With increased competition in the space, banks are switching emphasis from opening accounts to becoming their customers' primary accounts. The Marcus campaign showcases how the Goldman Sachs brand can be a customer's primary financial institution by comparing it to incumbents with humor. While traditional FIs can offer free pens and coffee, Marcus offers high yield savings accounts.
The campaign focuses on several Marcus products including Marcus Personal Loans and Marcus’ high-yield Online Savings Account. "The new 'You Can Money' brand campaign showcases how Marcus by Goldman Sachs can soon be consumers’ primary digital banking platform and aims to connect directly with consumers to illustrate Marcus’ breadth of offerings," a spokesperson for the firm told Tearsheet.
The national brand campaign will launch with :30 and :15 TV advertisements starting this week starring Rosamund Pike. The bank didn't share specifics but said it expected to spend double what it has for previous campaigns. Goldman Sachs spent upwards of $28 million on advertising (excluding social channels) for Marcus in 2020, according to Insider.
The brand campaign showcases the brand’s breadth of simple, transparent offerings that meet customers’ financial needs and will feature Marcus Loans and Marcus Savings products. "The first iteration of this campaign focuses on Marcus Personal Loans and Marcus’ high-yield Online Savings Accounts, and the next will focus on its Invest product. This campaign sets the stage for the launch of its new checking product, which will position Marcus as consumers’ one-stop-shop for their finances," said a Marcus by Goldman Sachs representative.