Over the past 20 years, I’ve spent considerable time on the front lines of financial services advertising. I’ve written ads for retail and commercial banks, investment firms and insurance companies. I’ve done advertising for checking, savings, credit cards, investment funds, mortgages, risk management, private bank services and derivatives. I helped small banks become large banks and merge with even larger banks. I’ve watched an industry strut its stuff one day and take a perp walk the next. It’s been quite a ride.