TRENDSETTER: BNY Mellon's VP Len Blaifeder talks about "Global & Local" Balance
In a recent interview with The Internationalist, Len Blaifeder, Vice President/ Director of Advertising and Direct Marketing at BNY Mellon, discussed the complexities of how a financial brand manages its messages around the globe.
"BNY Mellon has long enjoyed a strong international presence—34 countries with offices and business in over 100 countries," says Blaifeder. "However, we have only recently begun to focus and develop our marketing resources in support of our aggressive revenue goals around the world."
He admits, "It takes time to build talented local marketing teams on a global basis, so our corporate marketing group in The States is being called upon more and more by our colleagues around the world to deliver the energetic programs that support their objectives.
Once they know that the funds and manpower are available, there is no shortage of ideas on what programs to do and how to spend. These ideas, however, may not always be in synch with the long term evolution of the brand."
Blaifeder explains that whether in person, by email or on phone calls in which he tries to sound intelligent and coherent at 3AM, he works with BNY Mellon business managers and country managers to develop campaigns that respond to their local needs while remaining steadfastly dedicated to the disciplined message that defines the brand.
“It would be so much easier and so much quicker to make exceptions to the standards and not to pay attention to every item on our brand checklist. But once colleagues understand your commitment, they are willing to work with you. And of course, it goes both ways. You can't expect them to appreciate and embrace your priorities until you open up to theirs.
At this point, I am happy to say that I'm at a place with many of my international colleagues where they are the ones asking me if what we're doing is OK from a brand standpoint. When this happens, I know I'm doing a good job for the company and the brand.”
Len Blaifeder was recently named an Internationalist of the Year by this magazine, based on industry nominations.
