Senior leaders from ANZ, Yahoo Finance, IFM Investors, Open Money Group and Australian Golf have confirmed to speak at Mumbrella Finance Marketing Summit 2022, as the event returns in-person on 11 August.
In a panel discussion, IFM Investors’ Paula Benson, Open Money Group and Huddle’s Jonathan Buck and Australian Golf’s Karina Keisler will discuss what environmental social governance (ESG) means for finance marketers. While the concept is not necessarily well-understood or practiced, ESG presents does make an impact on branding and marketing, despite in a riddled way. Moderated by FutureBrand’s Victoria Berry, this session will explore what ESG truly means, how it has evolved, and what will make it meaningful in a post-pandemic world.
Meanwhile, chief marketing officer of ANZ, Sweta Mehra asks how can banks get people to fall in love with them. In recent years, virtually all of Australia’s big four have been tarred with controversies; therefore, getting customers to see the points of differentiation is becoming increasingly challenging.
Mehra will examine how data-informed personalisation has impacted the bank’s marketing approach and shifted its focus to customers’ financial wellbeing. Drawing on her background in the FMCG sector, the audience will hear about how to establish connections with customers and creating advantages over competitors.
In another interactive session, Yahoo Finance’s editor-in-chief, Kate Browne, and head of brand and Yahoo Creative Studios, Zoe Cocker, will throw the challenge back to the audience and ask: are you smarter than the average finance customer? With increasingly complicated audience profiles, it is more important now than ever to tune in to the needs of different demographics with various financial knowledge.
The session includes a look into the proprietary research from Yahoo’s Purple Labs about customers’ financial literacy, together with data from Yahoo’s DSP about these customers’ media habits, exclusively created for Mumbrella Finance Marketing Summit.
The new speakers will join an existing lineup of industry leaders, including Carolyn Reid (Kantar), Megan Whiteside (American Express ANZ), Tara Ness (Decision Design) and Clea Baker (Bupa).
The Mumbrella Finance Marketing Summit will take place at Four Seasons Hotel, Sydney. Earlybird tickets are on sale now.
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