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NerdWallet Puts an End to Indecision in ‘Smartest Decision’ Campaign

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First brand campaign from Deutsch LA and NerdWallet helps people overcome financial decision anxiety

NerdWallet Puts an End to Indecision in ‘Smartest Decision’ Campaign

Even during relative times of certainty, financial choices can be tough to make. In fact, four in five consumers say they put off financial decision making because the decision can be so overwhelming. NerdWallet, a personal finance website and app, is out to change that. By providing side-by-side comparisons backed by objective expertise, the Nerds make it easy to know you are making the smartest financial decision for you.

NerdWallet is debuting their first brand campaign with newly appointed creative agency of record, Deutsch LA. The campaign, ‘Smartest Decision’ is centred around helping people overcome indecision and anxiety around financial decisions. Putting the power back in the hands of consumers for all of Life’s big and small moments.

NerdWallet wants to encourage consumers to lean on them as a committed resource, providing trustworthy and knowledgeable financial guidance.

NerdWallet Nerds have always functioned behind the scenes as the brand’s unbiased personal finance advisors. But this is the first time they’ll take centre stage in the brand’s advertising campaign. Nerds personified, viewers will see them doing what they do best - providing guidance and helping consumers make informed, valuable decisions. 

In actuality, NerdWallet has over 100 independent editorial experts across every financial topic ranging from insurance to investing and credit cards and so much more - they back the pros & cons and financial guidance that consumers receive when using NerdWallet to find the right financial products.

The fully integrated campaign, ’Smartest Decision’ features spots such as: ‘On the Fence’, ‘Dragging Feet,’ and ‘Frozen.’ Together with social, digital and out of home, they illustrate the inertia so many people experience when faced with making financial decisions and how NerdWallet 's side-by-side comparisons can provide consumers with the clarity they need to make confident financial decisions.

“At DeutschLA, we definitely didn’t drag our feet when given the opportunity to work with Nerdwallet. We were honoured to become their AOR at such an important time for personal finance. Now more than ever we know that financial decision making can be a daunting and even scary task,” says Deutsch LA’s executive creative director Ryan Lehr. “But having the Nerds, is having unbiased knowledge and expertise on your side – so that you can make the smartest decisions. And getting to bring these helpful Nerds to life was a unique, but super fun creative challenge. They appear in moments of indecision, or fin-decision, to help the good guys out!”

To show the breadth and level of expertise NerdWallet offers, a different Nerd appears in each spot to advise on a different financial vertical—everything from mortgage loans and travel rewards credit cards and beyond. 

“NerdWallet’s new brand campaign, 'Smartest Decision', comes at a pivotal time where consumers are looking for trustworthy financial guidance as they navigate this macroeconomic environment,” said Alison McGlone, senior director of brand marketing at NerdWallet. “Everyone could use some clarity to feel confident they are making the best financial decisions and not leaving money on the table. For the first time ever in our advertising campaign, we personify the real Nerds behind all of our financial guidance. The campaign shows consumers what a trusted financial ecosystem NerdWallet can be to help them move through moments of indecision - making it easy to discover, compare and find the best financial products for them”

The media strategy, developed by AOR Mediahub, encompasses linear, Out-of-Home, OTT, streaming audio, podcasts, digital video, and social, including Facebook, Instagram, Reddit, and TikTok.

To reach NerdWallet’s custom audience targets, the media strategy prioritises media channels and opportunities that align with their passion points, and educates consumers that while we can't help them make a decision between choices involving things like: sports, music, gaming, we can help them find the best credit card to help them enjoy their passions more.

The creative and media are tailored to each audience, using data signals to find and connect with them in the formats and environments they love most. 

Custom OOH activations take their cues from different locales – media running on Gas Station TV, Volta EV charging stations, Captivate in-elevator, rideshare, malls, and airports play off their environments with clever, customised messaging for visitors in each.

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Chief Marketing Officer: Kelly Gillease

Brand Marketing Senior Director: Alison McGlone

Creative Senior Director: Rob Nikzad

Content Strategy Director: Christina Cartal

Brand Marketing Senior Manager: Erin Albertson

Art Director: Chloe Dalby

Media Strategy Manager: Robert Shanahan

Creative Strategy Manager: Dayna Garwacki

Content Strategy Manager: Justin Sanders

Media Strategy Associate Manager: Rachel Moss


Agency: Deutsch LA


Creative: Executive Creative Director

Creative Director: Max Pollak

Creative Director: Carly Blitz


Senior Producer: Maddie Gorman

Associate Producer: Deejay Darkins

Production: SMUGGLER

Director: Benji Weinstein

Executive Producers: Patrick Milling-Smit, Brian Carmody, Drew Santarsiero

Head of Production: Alex Hughes

Producer: Chris Scherk

Production Supervisor: Peter Vanstone

Commercial Coordinator: Kyle Sanderson

1st AD: Marc Guspie

Director of Photography: Darko Suvak

Production Designer: Ben Gerlis

Casting: Powerhouse

Wardrobe Stylist: Kate Day


Design Director: Talin Baharian

Designer: Daniel Gold


Group Account Director: Adam Graves

Account Director: Demi Treisman

Account Supervisor: Carol Carlos


Group Strategy Director: Amanda Shapiro

Strategy Director: Erin Schilissel


SVP, Group Media Director: Ben Abt

VP, Group Media Director: Jen Cahill

SVP, Group Media Director Video Investments: Lisa Benadi

VP, Director Video Investments: Doug Flynn


Editorial: Whitehouse

Editor: Brian Gannon

Assistant Editor: Taylor Schwartz

Head of Production: Annie Maldonado

Executive Producer: Joanna Manning

Motion Graphics/Animation

Motion Graphics/Animation: Steelhead

Head of Post Production & Operations: Amy Saunders

Motion Design Director: Andrea Senise

Motion Designer: Tom Szorady

Mixer: Nick Bozzone

Audio Mix

Audio Mix: Lime Studios

Mix and Sound Design: Matt Miller

Assistant Mix and Sound Design: Ian Connie

Executive Producer: Susie Boyajan

Associate Producer: Cassie Underwood



Head of Production: Elizabeth Thuvanuti Keating

Head of 2D (LA): JD Yepes

Creative Director: Lee Towndrow

VFX Producer: Kanika Oung

VFX Producer: Keilah Ahmann

Production Assistant: Andreina Villabon

2D Lead Compositor: Alex Osvaldsson

Compositor: Alex Harding

Compositor: Dayung Jo

Senior Data Technician: DJ Miranda

Senior Lead Compositor: Emily Bloom

Compositor: Giulia Bartra

2D Assistant: Jeremy Lloyd-Styles

Design CD: Matt Greenwood

Data Technician: Stephen Ramnarine

Compositor: Timothy Gutierrez

Senior CG Generalist: Todd Herman

Compositor: Wesley Cronk

Categories: Finance, Price Comparison

Deutsch LA, Wed, 27 Jul 2022 08:49:28 GMT