Top Starbucks Exec Joins JPMorgan Chase as Chief Brand Officer

Leanne Fremar will lead strategy for the firm and 2 subsidiary brands

Fremar headed Starbucks’ in-house creative studio.
JPMorgan Chase

Leanne Fremar, the senior vice president and executive creative director at Starbucks, is joining the financial firm JPMorgan Chase as chief brand officer, the company announced Thursday.

Fremar will lead brand strategy for JPMorgan Chase and the firm’s subsidiaries, Chase and J.P. Morgan. She will lead global brand initiatives and creative campaigns across the brands.

“This is an extraordinary brand, an extraordinary team and an extraordinary leadership team, and it’s an honor to be joining,” Fremar told Adweek.

Fremar will report to Kristin Lemkau, JPMorgan Chase’s chief marketing officer, and she will work with business marketers companywide on various campaigns and brand initiatives.

“It’s a big job, and we really needed somebody who was special,” Lemkau told Adweek. “It’s hard to find someone who is a true creative and somebody who deeply understands creative and who is also a deeply commercial thinker; because the work we create should be beautiful, but it should also drive real business outcomes.”

Fremar will be the first chief brand officer at the company responsible for JPMorgan Chase and the two subsidiary brands. Previous brand officers oversaw individual brands at the firm.

Part of Fremar’s role will be to manage JPMorgan Chase’s internal agency, Inner Circle, and relationships with outside agencies. Inner Circle, which JPMorgan Chase created in 2015, has saved the company $20 million in marketing costs, Lemkau said, and the firm plans to use it even more. The goal of bringing more creative in-house was a major reason Fremar, who headed Starbucks’ in-house creative studio, was the right fit, Lemkau said.

Fremar’s first day at JPMorgan Chase is Sept. 24.

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