For thirty years we have made the most complex products in financial services — the funds, the platforms, the lending solutions, the treasury products — legible to the channels that distribute them and the buyers who need them. That is a very specific skill. Very few firms have it.
Harvard. Stanford. Thirty years at the intersection of strategy and execution in financial services. Campbell Edlund has spent her career translating what is genuinely difficult — complex products, sophisticated buyers, layered distribution channels — into marketing that produces measurable outcomes. She has a specific point of view on how that translation works. And on why most firms get it wrong.
Simplifying a complex product usually means losing what makes it valuable. Clarifying it means making its full power legible to the people who need to act on it.
A treasury management platform. An alternatives fund. A commercial lending solution. These are not simple products — and they shouldn't be marketed as if they were. EMI builds marketing that respects the complexity and makes it work in your favor.
We turn sophisticated products into compelling propositions, distribution strategies into sales momentum, and marketing investment into measurable revenue outcomes.
Translating complexity requires both analytical depth and creative skill in the same room. The strategists who develop your positioning are the same people who write the brief and direct the creative.
Frameworks built on how your buyers actually decide — not how you wish they did.
Programs and tools that make channels perform — from conversation frameworks to full product launch campaigns.
Thoughtful, imaginative work across every channel. The full creative capability to make your brand resonate.
Demand generation and content built for sophisticated B2B buyers. Full-funnel, first touch to close.
Primary and secondary research that surfaces real competitive dynamics. We earn the right to be confident in our positioning.
30 years of domain expertise is the foundation that makes EMI brands surfaceable where buyers now begin discovery — in AI.
You can't fake fluency. The EMI team has spent decades inside financial services — its products, its channels, its compliance environment, its culture. That depth shows in the work.
"More than 25 years making marketing drive sales. A passion for making sales channels work hard, and work together."
Pragmatic enough to get past no. Imaginative enough to find the way. Fiercely committed to exceeding client revenue objectives — and expert at getting sales and marketing aligned on the strategy to achieve it.
15+ years turning data-driven market insights into initiatives that move the top and bottom line.
20+ years in payments marketing — from retail banking to commercial lending to payments processing.
20+ years banking marketing across commercial, business and consumer, partnering across marketing, sales and product.
25+ years of creative work in financial services — banking, investments, and credit card industries.
15+ years in competitive intelligence and market research that supports genuinely informed decisions.
20+ years in direct and interactive marketing, digital infrastructure, and technology strategy.
Tell us what you're bringing to market. We'll tell you how to make the market move.