When you think of a bank or financial services institution, you don't immediately think of an online virtual world. Or, say, a branded history museum. However, under the leadership of Tim Collins, SVP of experiential marketing, Wells Fargo is pioneering some highly innovative brand experiences for its customers.
One of the most difficult sectors in which to be a marketer is the heavily regulated financial services industry, with audiences that can often be suspicious and distrustful of any brand outreach efforts. With that said, Collins has successfully spearheaded online experiences that engage, connect with, and help retain customers. Collins established the social media group at Wells Fargo, which was the first major bank to enter the space, and it remains a leader today. Wells Fargo is also a founding member of the Social Media Business Council.
Offline, Collins manages sponsorships, events, and oversight of nine Wells Fargo History museums.
Prior to Wells Fargo, Collins spent two years at San Francisco-based Bank of America. In addition, he has 11 years of broad marketing experience in the restaurant industry, with brands such as Taco Bell.
Collins has a bachelor's degree from Johns Hopkins University and a master's of business administration from Northwestern's Kellogg Business School.
Backstory
The editorial team at iMedia Connection is proud to present the iMedia25 Class of 2010, compiled with the help of our 2009 honorees and our community of digital industry professionals. This list recognizes the accomplishments of key influencers in interactive marketing, who not only excel in their own business roles but are also able to execute on innovative ideas, share them with peers and consumers, and push this vital field to new levels of success and significance.
