Advertising V Content


Content is challenging advertising in terms of marketing effecttiveness and client engagement. Does the split in marketing budgets properly reflect this? What is the future for content marketing – and for advertising? Are asset managers effectively becoming publishers? We bring together content marketing and advertising specialists to make their pitches.


Speakers include:

Scott Stevens, Head of Marketing, Asset Management, EMEA, BNY Mellon Asset Management (Chair)
Scott is responsible for all marketing activities for Investment Management within EMEA. This involves managing all events, media purchase and media creative. He is also responsible for creating all supporting literature, European websites and delivering our e-communications / contact strategy. Scott has also contributed to driving our pension, sovereign wealth and insurance marketing segments forward, and looks after IMEMEA’s CRM development. Scott joined BNY Mellon from Matterhorn Investment Management, an emerging market hedge Fund, where he was Head of Distribution. Prior to this, Scott was Head of Global Wholesale Sales and Marketing at F&C Investments in London. He has 19 years of investment management distribution experience having started out working for Save & Prosper, a UK investment management firm, before moving to AXA Investment Managers and then on to DWS Investments, the retail asset management arm of Deutsche Bank. Scott holds an MA degree from King’s College London and a European Business Management diploma from Royal Holloway, London. Scott devotes time to boxing, training two-to-three times a week, and helped establish Square up in the City, a white collar boxing tournament which is now seven years old and raises money for several charities. He is also involved with charity group Kids Gloves. Scott is married to Susanne and has two children, Sofia and Luca.


Caspian Woods, Chief Executive Officer, Editions Financial
Caspian Woods has worked as a content marketing strategist for a number of global financial brands across wealth, asset management and banking. He is founder of Editions Financial, the UK’s only dedicated financial content marketing agency, which was acquired by Communisis plc in 2013. He is author of a number of business books published by the Financial Times and contributing editor of Chartered Banker magazine and Argent.


Simon Lees, Head of Content and Audience, BrightTalk
After a 20 year career building businesses in two of the UK's leading b2b media and information organisations, Simon recently joined BrightTALK to lead Audience and Content Services in the EMA region. At Reed Business Information he worked on market leading traditional media brands such as Flight International and Estates Gazette, whilst at Haymarket Media Group he led the Brand Republic and Information Security businesses. As the advertising funded media industry of which he was a part has gone through seismic change over the last 10 years, Simon has recognised that the barriers to entry for would- be-content creators have been removed and significant opportunities await for those who fully commit to becoming effective content marketers. He also recognises the significant challenges remain for brands as they seek to build and nurture engaged audiences whilst stocking their sales pipes.


Peter Thompson, Associate Director – Media and Commercial Management, Fidelity Worldwide Investment
Has been in advertising and media for over 35 years starting his career in the regional press before joining Express Newspapers in Fleet Street. For the past 17 years Peter has handled media planning and buying at Fidelity Worldwide Investment who he joined to set up this in-house function

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