Magazine : Archives : 4th Quarter 2018

Empire Strikes Back

When Mike Crawford began to work on a new consumer app for Fifth Third Bancorp, he drew upon a diverse professional background that includes economics, marketing, innovation methodology, machine learning and strategy. But he probably didn’t expect that he would also work as a demographer and, on at least one occasion, a counselor. “One of the tasks I had was to figure out how we could become relevant and valuable to the millennial generation, which is no small feat when you’re talking about how [to] make a bank meaningful in the lives of 80 million people,” says Crawford, a senior...