FILE PHOTO: A smartphone displays a Klarna logo in this illustration taken January 6, 2020. REUTERS/Dado Ruvic/Illustration/File Photo
LONDON (Reuters) - Ian Rogers used to be in charge of digital strategy for luxury fashion group LVMH. Now he has a new mission: to sprinkle some aspirational glitz on to French cryptocurrency company Ledger.
Rogers' new role, to transform Ledger into a consumer brand with viral potential, shows how young consumer finance companies are not only embracing the latest social media channels but also choosing executives and marketing strategies more often associated with lifestyle brands.
