Dogs of war: Wells Fargo tells brand journalism stories

A financial company wins shares and praise for stories about bringing a dog home from Afghanistan and donations to emerging scholars.

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A bank’s website, eh? Must have plenty of stories about checking accounts and ATM locations.

Actually, Wells Fargo & Co.’s brand journalism site is full of livelier fare on topics such as a surfer veteran recovering from a brain injury and a donation of guitars to a children’s epilepsy unit at a hospital.

Launched in 2014, Wells Fargo Stories offers news about employees, customers and nonprofit partners beyond the usual corporate promotions or news covered by financial journalists. The strategy pays dividends internally and externally, says Arati Sontakay Randolph, the bank’s head of enterprise and executive communications and new media.

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