UM-Flint School of Management Blog

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Andrea Brimmer of Ally Financial speaks at UM-Flint Business Summit

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Shaun Bailey

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Andrea Brimmer spoke at the University of Michigan-Flint Business Summit on Aug. 25. She is Ally Financial’s chief marketing and public relations officer.

Guests filled the Northbank Center’s historic ballroom. They included over 100 people, such as:

  • Business professionals
  • Faculty and staff members
  • Students
  • Alumni and supporters
  • Community members

Why did the university ask Andrea Brimmer to be the event’s keynote speaker?

Brimmer has earned a reputation for brand innovation. She has also pioneered a way companies can benefit society by investing in women’s sports.

Brimmer visited UM-Flint at the invitation of alumnus Larry Nichols, a director at University Bank. Nichols is the School of Management’s executive in residence and a member of its advisory board. He is also vice chairman of the Ally Challenge.

Nichols recognized that Brimmer’s talk would appeal to many UM-Flint students, especially those pursuing a:

How did Andrea Brimmer become known for branding innovation?

Brimmer and her team rebranded General Motors Acceptance Corporation as Ally Financial in 2009. The company’s subsidiaries include Ally Bank.

A woman with long black hair smiles for a portrait. She is wearing a black, short-sleeve top and a silver necklace with a small pendant. Behind her is a plain, off-white background.
Brimmer

“When we launched, it was a really hard challenge, particularly for me as a marketer,” Brimmer said. “We had to convince people to do something that was very unnatural: send their money over the internet — during a financial crisis.”

Ally Financial’s new brand allowed it to forge a new identity. It now positions itself as:

  • An innovator of digital-first financial services
  • Focused on younger consumers, or those who grew up with internet technology
  • “A financial partner in those real, day-to-day moments”

What did Andrea Brimmer do to help companies become more socially responsible?

Brimmer created the 50/50 Sports Media Pledge in 2022. This pledge required Ally Financial to do what had once been unthinkable: shift 40% of its sports marketing budget from men’s to women’s athletics.

There was just one problem: Women received less than 5% of sports media coverage, according to Brimmer.

“We had to create a marketplace because the marketplace didn’t exist,” Brimmer said.

How did Ally Financial create a marketplace for women’s sports marketing?

Brimmer and her team partnered with Disney, ESPN, CBS, ION and others. Their long-term agreements have moved women’s professional sports into prime time.

“We saw an opportunity before anybody else saw it,” Brimmer said. “We created a marketplace that didn’t exist, and when you create your own marketplace, you can establish your own pricing.”

Brimmer’s foresight allowed Ally Financial to influence half of its advertising costs. These affordable costs allow it to compete with larger competitors. They have also provided women’s teams with the capital they need to grow.

“Since we made the 50/50 pledge, revenue for women’s sports has reached $3 billion a year,” Brimmer said. “[That revenue includes] 120% advertising growth since 2022.”

(Continued below)

A woman stands on stage speaking to an audience seated before her. A blue-and-yellow University of Michigan-Flint banner sits to her right.
A man smiles as he shakes hands with a woman in a dining room. The man and woman who introduced them observe to their left.
A woman speaks into a microphone while seated next to a man on stage. Two women are seated at tables in the foreground.
Three people are seated at a table during a large event. They are smiling and engaging in conversation.
Three people are seated at a dining table engaged in conversation. Their table is filled with plates of food and drinks.
Three people are engaged in conversation at a dining event. They include two smiling women and a man who is gesturing with his back to the camera.
A woman stands on stage speaking to an audience seated in the foreground. Blue-and-yellow University of Michigan-Flint logos appear on both a banner and a podium to her left.
Two women shake hands at a dining table set for an event. A stage in the background features a University of Michigan-Flint logo and purple lighting.
A woman smiles on stage as she speaks to an audience. Behind her is a backdrop of textured vertical banners that are purple.
A group of people are seated at a dining table engaged in conversation during a formal business event. A screen behind them displays the logo of the Flint & Genesee Chamber.
Two men wearing blue business suits shake hands at an event. Tables are set for a meal in the background.
A group of four people are engaged in conversation. One man shakes hands with another man while others observe and smile.
Photo credit: Bella M. Bupp LLC

How did guests react to Andrea Brimmer’s keynote speech?

Terri White is pursuing a BBA degree through the Accelerated Online Degree Completion program. She found it reassuring when Brimmer told attendees:

  • “Embrace the slop”
  • “Pressure is a privilege,” in the words of tennis champion Billie Jean King
  • “Distractions come when you lead with fear”
A headshot of a woman with long, dark wavy hair smiling warmly at the camera against a neutral gray background.
White

“I have spent a lot of time slogging through and fighting with the slop of life,” said White, who, like Brimmer, spent many years as a single mother. “It was a wonderful new perspective to embrace.”

The event also gave White a valuable opportunity as a remote learner from Swartz Creek. It allowed her to connect with not only faculty but also business professionals.

“I had an enjoyable conversation with Jorge [Avellan] in communications at Ally beforehand,” she said.

Brimmer’s talk of gender disparities got Brandon Hopkins thinking about the automotive market. He graduated from U-M with a BS in mechanical engineering in 2016. He is now pursuing a Master of Business Administration degree at UM-Flint.

Hopkins said that a car buyer’s gender is often different than its end user’s.

Hopkins

“We discuss that a lot because my focus is the customers interacting with vehicles,” said Hopkins, an assistant manager of customer engagement analytics and insights at General Motors. “Everything [Brimmer] said helped to give me a different perspective on measuring their engagement.”

Who hosts the Business Summit?

The UM-Flint School of Management co-hosts the Business Summit annually. Its partner is the Flint & Genesee Chamber.

When did the first Business Summit take place?

The first Business Summit marked SOM’s 50th anniversary in October 2024. Previous keynote speakers have included:

How is the Business Summit funded?

Funding for the third-annual Business Summit came from UM-Flint’s Critical Issues Forum. The late Frances Willson Thompson created the CIF, as well as the university’s library. The fund has since brought many guest speakers to campus.

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