Discover how Scott Viohl, Regional Marketing Lead for North America at Wise, is transforming international payments by blending humor with bold marketing strategies to enhance brand awareness and customer engagement in the US market.
Notes from the desk: Welcome to this month’s Quarterly Review, a series where we delve into the strategic priorities and initiatives of top executives in financial services. This edition focuses on Scott Viohl, Regional Marketing Lead for North America at Wise, and his innovative approach to making international payments feel fresh, fun, and highly efficient.
Wise, a company with over 14 years of experience in building international payments infrastructure, recently underwent a vibrant rebranding effort that revitalized its image, making cross-border payments appear "cool." This shift was not merely cosmetic but was instrumental in advancing the company’s marketing momentum, especially within the US market, leveraging prior successes in Canada.
Scott Viohl explains that this quarter represents a pivotal moment for Wise’s brand presence in North America. The marketing strategy centers on educating millions of Americans and Canadians about more intelligent, cost-effective alternatives to the outdated and expensive traditional methods for sending money internationally.
The core objectives guiding this marketing push include:
Scott Viohl harnesses humor as a strategic tool to break down the complexity and perceived dryness of international payments. This approach humanizes the brand, making it accessible and engaging. Bold marketing campaigns are crafted to challenge the conventional narrative around global financial transactions, positioning Wise as not only reliable and affordable but also vibrant and innovative.
By injecting personality into its communications, Wise captivates an audience traditionally underserved by financial marketing, demonstrating that sending money across borders can be effortless and even enjoyable.
This marketing approach aligns perfectly with today’s digitally savvy consumers who demand transparency, speed, and value. Wise’s initiatives represent a smart investment in branding that fuels growth and customer loyalty while simplifying complex financial operations.
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