Women in Banking

Challenge

American Banker sought a way to garner additional broad media attention, to drive additional web site readership, and to differentiate itself from its competitors in the increasingly challenging media industry. At the same time, women represented a disproportionately small number of industry executives.

Summary

Novitas worked with American Banker at a time when the banking industry was facing heavy scrutiny after the recession. The team created a strategic campaign to highlight the magazine’s annual Most Powerful Women in Banking awards.

• Showcase top female executives in a male-dominated industry
• Differentiate a long-standing business magazine from competitors
• Drive additional website readership

Solution

Our team found ways to provide context to the rankings as the banking industry weathered the recession and began to recover. Our strategies drove media coverage and web site hits. Novitas also helped American Banker developed additional outlets for these women in the industry to form a supportive community.

As the banking industry was attacked, these awards became a ray of positive news for the industry.

The 25 Most Powerful Women in Banking also become one of the most profitable American Banker endeavors. Finally, American Banker has become a force for developing the next generation of women in banking leadership.