As more banking challengers enter the arena, these brands are leveraging big names and more brand building-focused strategies to capture a bigger share of the market.
"The marketplace is cluttered with options... celebrities are a shortcut to do that and to stand out," said Tom Murphy, chief creative officer for VML North America.
PayPal debuted what it calls its largest U.S. ad campaign to date, starring actor and comedian Will Ferrell, expected to run through the end of the year.
Klarna inked a partnership with basketball legend and entrepreneur Shaquille O'Neal for a campaign touting its latest cash back offering, launching globally.
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