Wednesday, 09/23
Day 1 of MediaPost's Marketing: FinServ conference explores how legacy brands are rethinking branding, integrate tech and product to marketing, and adapt to a touchless relationship with their customers.
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Interviewee
- Amanda Rubin, SVP | Global Head of Sales & Marketing, Enthusiast Gaming
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
As new generations of consumers shrug at traditional brands and embrace newcomers in the banking, investment and payment spaces, how are the great financial institutions pivoting into change and emerging brands looking for advantage? What inspires trust and loyalty? Are innovation, convenience and other values trumping legacy and stability when consumers entrust their money to you? Amid the clutter, how are the great brands differentiating their proposition. We ask new and old players across financial service categories how they are competing for trust.
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Luis Aguilar, VP Digital Marketing Manager, Amerant Bank
- Joe Lutz, Manager of Enterprise Brand, Securian Financial
Famously cautious, the insurance industry can no longer be risk-averse. “InsurTech” is creating new categories and models for the industry. Advanced personal data gathering will change everything from underwriting to customer acquisition, while real-time digital interactivity adds countless new players into the market. But how will the marketing, branding and customer relationships change as both the products and the customer relationships redefine themselves? What should the new insurance brand look like?
- Moderator
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
- PanelistS
- Nick Fairbairn, CMO, Gabi
- Matt Myers, Head of Customer Acquisition, Haven Life
Trust is built on relationships, but how can data driven, automated and digital worlds build authentic one-to-one marketing with financial services customers? FinServ brands new and old discuss how they are jumping through the hoops of privacy, security, legal, data hygiene and automation and delivering on the personalization promise.
- Featuring
- Jason Coots, Vice President Of Wealth Management Marketing, TIAA
- Nicole Matuga, Director, Digital External Acquisition, USAA Bank
- Pam Pilgrim, Senior Vice President Marketing & Communications, Navy Federal Credit Union @PGPiligian
What is the customer journey to trust now? As FinServ targets old consumers via digital channels, as younger consumers think differently about their finances, where do media buyers and planners segment, target and acquire new consumers? How do they break through clutter on media new and old?
- Featuring
- Albert Thompson, Managing Director of Digital Innovation, Walton Isaacson
Thursday, 09/24
Disruption DisruptedAcross banking, payments, insurance, investment and more emerging FinServ brands believe ancient institutions are ripe for disruption. But what is the marketing challenge as the field gets cluttered with me-too brands? Day 2 of the FinServ summit explores the new generation.
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Interviewee
- Lauren Weinberg, Global Head of Marketing, Square
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
FinTech has taken aim at every imaginable category of banking, investment, insurance. But as the field clutters with similar claims of tech prowess and anti-establishment street cred, the disruptors are competing with themselves for attention, credibility, differentiation. We convene a panel of upstarts to discuss how they build brand and grow in such a wall of marketing noise. Is this just a media arms-race or are subtler tactics succeeding here?
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Trang Dao, VP, Growth, Atom Finance
- Brad Simmons, Chief Marketing Officer, Figure
- Joe Ziemer, VP, Communications and Policy, Betterment
In an era of both rapid innovation and economic uncertainty, financial services brands must ensure that consumers are not only aware of their offerings, but how to use them safely. Pointing out what could go wrong with your service might seem counterintuitive, but it could also help build credibility and trust. What’s the best way to make consumer education part of your marketing mix?
- Interviewee
- Melissa Lowry, VP, Marketing & Branding, Zelle, Early Warning
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
Money isn't what it used to be, but neither the new generation of savers, borrowers and investors. Who is the new FinServ consumer? What are brands old and new discovering about their customer base? Let's crowdsource some research. Marketers share what they have learned.
- Featuring
- Trang Dao, VP, Growth, Atom Finance
- Albert Thompson, Managing Director of Digital Innovation, Walton Isaacson
With fragmentation growing across platforms and screens, how can FinServ marketers build campaigns with provable impact? We will discuss data targeting strategies, audience-first buying and the challenges FinServ marketers face when developing media plans for the impending omni world.
Featuring:
Chris Rooney, Client Vertical Sales, Dish Media