USAA’s formula for authentic advertising

USAA, the financial-services provider focused on members of the military and their families, knows that its advertising must be authentic to make the desired impact.

USAA is a financial-services provider with a unique customer base: people who serve in the military, veterans, and their families.

The San Antonio-based enterprise company – which provides insurance, banking, and investment products – has more than 12.8 million members. And it understands that its target audience immediately will detect, and reject, any message that does not accurately reflect their lives and experiences.

One demonstration of this requirement involves making sure that its ads encapsulate the multi-faceted role women play in the armed forces – be it on the front lines in the Army, Navy and Air Force, or by...

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