BBVA Compass: Marketing Resource Allocation
Posted: 13 Mar 2012
Date Written: April 21, 2011
BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various offline and online channels.
Learning Objective: To highlight the challenges involved in allocating marketing resources between (a) offline and online advertising, (b) display and search advertising, and (c) various display ad networks.
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