PRWeek caught up with Kristin Lemkau, global CMO for J.P. Morgan Investment Bank, at Interbrand's 2010 Best Global Brands event celebrating the top brands from the organization's recent study. She talks about the banks' social media strategy and where it's investing in marketing.
Where are your marketing dollars now? What are you budgeting for?
Most of our priorities are outside the US, in Brazil, Russia, India, China, and throughout Asia. That's where we think we're going to have the best growth for our business and where we're prioritizing the marketing dollars.
What role does PR play?
For the Investment Bank, I manage both the marketing and communications, including PR. So we look at it as an integrated approach, whether it's the press or internal communications or recruiting marketing or client market, we try to look all of the things that are important touch points for the brand.
Are you doing any social media?
We have a great Facebook site we use for campus recruiting. We've replicated that site internally to create a network for new hires when they come in so they feel comfortable and can connect [with other employees].
What impact have government regulations had on your marketing strategy and approach?
The US regulation just passed and they're in a rule-making process, so we're trying to sort that out as they go through those rules.