S6 Ep174

Leading a Brand Through Change: Interview with Melissa Stevens, CMO of Fifth Third Bank

In this episode, host Andrew Davidson speaks with Melissa Stevens, Chief Marketing Officer at Fifth Third Bank, about the strategic acquisition of Comerica and what it means for brand integration in today’s competitive banking landscape. Melissa shares how the bank is balancing scale with authenticity—leveraging customer experience, community engagement, and AI-driven insights to build trust and drive growth. The conversation explores the challenges and opportunities of merging brands, and how a clear, customer-centric strategy can turn acquisition into long-term value.

Get in touch with Mintel Consulting to apply predictive insights to your specific growth goals.

Head over to Mintel’s LinkedIn to let us know what you think of this discussion about Fifth Third Bank’s acquisition of Comerica, and visit mintel.com to become a member of our free Spotlight community.

Meet the Host
Andrew Davidson headshot
Andrew Davidson
Principal Strategist, Comperemedia.
Meet the Guests
Melissa Stevens
Melissa Stephens
Chief Marketing Officer, Fifth Third Bank.
Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

More from Mintel
  • Mintel Store Reports
    Discover your next big breakthrough
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View Reports
  • Mintel 2026 Global Predictions
    2026 Global Predictions
    Our Predictions go beyond traditional trend analysis. Download to get the predictive intelligence and strategic framework to shape the future of your industry in 2026 and beyond. ...
    Download now
  • Mintel Consulting
    Are you after more tailored solutions to help drive Consumer Demand, Market Expansion or Innovation Strategy?
    Ask for a customised strategic solution from Mintel Consulting today....
    Find out more
Related insights
Leading Customer-Centric Change: Interview with Krista Phillips, Chief Customer Officer at M&T Bank Leading Customer-Centric Change: Interview with Krista Phillips, Chief Customer Officer at M&T Bank
Barclays’ Doug Villone on What’s Next for Co-Brand Partnerships Barclays’ Doug Villone on What’s Next for Co-Brand Partnerships
Inside United’s Co-Brand Strategy: A conversation with Bob Daly Inside United’s Co-Brand Strategy: A conversation with Bob Daly
What Premium really means now: A Conversation with Citi’s Pam Habner What Premium really means now: A Conversation with Citi’s Pam Habner
Inside Subprime Credit: Interview with David Johnson, CEO of Vervent Inside Subprime Credit: Interview with David Johnson, CEO of Vervent
Inside the Upgrade Card: Interview with Sumit Agarwal, Head of Cards at Upgrade Inside the Upgrade Card: Interview with Sumit Agarwal, Head of Cards at Upgrade
Subscribe to Mintel Spotlight
Related articles
Leading Customer-Centric Change: Interview with Krista Phillips, Chief Customer Officer at M&T Bank
February 5, 2026
Financial Services
Podcast
Leading Customer-Centric Change: Interview with Krista Phillips, Chief Customer Officer at M&T Bank
Get in touch with Mintel Consulting to apply predictive insights to your specific growth goals. Head over to Mintel’s LinkedIn to let us know what you think…
Listen now
Barclays’ Doug Villone on What’s Next for Co-Brand Partnerships
December 22, 2025
Financial Services
Podcast
Barclays’ Doug Villone on What’s Next for Co-Brand Partnerships
Host Andrew Davidson and Doug Villone, Head of US Cards & Partnerships at Barclays discuss the evolving landscape of credit card usage and the potential future partnerships that may shape…
Listen now
Inside United’s Co-Brand Strategy: A conversation with Bob Daly
December 15, 2025
Financial Services
Podcast
Inside United’s Co-Brand Strategy: A conversation with Bob Daly
Go inside United Airlines’ co-brand strategy with host Andrew Davidson and Bob Daly, Managing Director of Global Co-Brand Cards. In this episode, we break down United’s recent card relaunch with…
Listen now

Free market intelligence downloads

Subscribe
Podcast
Downloads
Events