AWC Detroit Welcomes Visionary Andrea Brimmer

AWC Detroit hosted a “fireside chat,” featuring Andrea Brimmer, Chief Marketing & PR Officer at Ally Financial, at Longacre House in Farmington Hills, in April.

One of AWC Detroit’s member benefits includes the opportunity “to learn from trailblazing women who are shaping the future.” Brimmer delivered an enlightening master-class-level discussion as she outlined her groundbreaking career journey and offered professional advice.

Brimmer successfully pioneered the emerging, uncharted odyssey of online banking In the 2000s. She redefined the financial services landscape using bold campaigns and consumer-focused messaging. The evening’s discussion with Brimmer, inducted into the 2024 Forbes’ CMO Hall of Fame, was led by Paula Tutman, of North on Woodward, a local multiple Emmy Award-winning journalist.

Brimmer described her experience of spearheading the emergence of online banking (the former General Motors Acceptance Corporation became Ally) during GM’s bankruptcies roughly sixteen years ago. The automaker – billions in debt – was challenged with generating additional capital via auto loans, while having no funding to buy or build brick-and-mortar banks.

Dramatic changes and unconventional means were needed. One of Brimmer’s initial steps was to assemble focus groups to call out unpopular banking practices. She introduced many award-winning innovations, such as bringing all customer service centers stateside. And to rebrand the entire banking experience, the novel enterprise was dubbed “Ally” in opposition to the experience of traditional banking. Ally’s mantra is “Do it right!”

Brimmer (who played soccer at Michigan State University) noted that Ally’s future includes investing in women’s sports marketing and that the business today will need a female strategy that is not “female-centric,” but is an emerging strategy. She noted a remarkable connection between female business leaders and their participation as athletes in their youth.

“If you don’t have a women’s strategy, you don’t have a strategy!” stressed Brimmer.

The Ally team plans to continue developing targeted strategies for female customers, given the projected $20 trillion wealth transfer to women in the next five years.

Brimmer also shared that audience members should embrace AI and continue their commitment to the basic principles of Diversity, Equity and Inclusivity – sending a message of safety and respecting dissent despite differing perspectives.

On a more personal note, Brimmer stated her belief that women too often think that they must be perfect, but instead they should permit themselves to be a “little sloppy.” She added it’s important to be curious, and to take one day at a time. And she concluded that if one wants a tattoo, she should get a tattoo!

Thank you to our event sponsors!