Annual Members’ Conference: The Inter-Generational Marketing Challenge


What should the financial services industry be doing to address the consumer of tomorrow?

Technology is revolutionising our marketing communications and customer experience. The customer has more choice, better service and less time than ever before. It's a confusing, fast moving landscape that is highly segmented and differentiated.

What strategies, products, and services will ensure your marketing is delivering the engaged customer of today and tomorrow?

Speakers Include:

Pete Markey, Brand Communications & Marketing Director, Aviva (Chair)
Pete is responsible for all Aviva's brand and marketing communications in the UK. He has previously held Director level roles at Post Office, RSA Group and MORE TH>N. Previously Pete has worked in British Gas, the AA and One.Tel in a range of marketing roles. He is an experienced Director, having worked across a range of disciplines including marketing, sales, digital, operations and strategy. Pete graduated from Southampton with a BA Hons in Corporate Communication and is a CIM Chartered Marketer. He has been awarded four prestigious Marketer of the Year awards including The Financial Services Forum, Marketing Society, DRUM and MI Awards. In 2009, he completed a 2 year MBA with Distinction at Ashridge Business School. In 2010, he was made a "Fellow" of the Marketing Society, and joined their Management Board. In 2014, Pete completed the prestigious inaugural Marketing Academy Fellowship Programme and was named Drum Magazine's "CMO of the Year" in their New Years' Honours List. Pete had consistently appeared in Marketing Magazine's annual "Power 100" feature as one of the leading marketers in his field. In 2015, Pete's team won the CIM "Marketing Team of the Year" award.

Patrick Barwise, Emeritus Professor of Management and Marketing at London Business School
Patrick is a former chairman on Which? (Europe's largest consumer organisation), a prize-winning author, and an expert on customer focus innovation, and marketing. His book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most, co-authored with Sean Meehan (MD, Lausanne), has been translated into seven languages, and won the American Marketing Association's annual Berry AMA Book Prize. Barwise and Meehan's second book, Beyond the Familiar: Long Tern Growth through Customer Focus and Innovation, was published in 2011.

Holly Mackay, Founder and Managing Director, Boring Money
Holly has been working in the investments space since 1998. She read Modern Languages at Oxford, with a special focus on Medieval French which was deeply interesting and arguable utterly useless. From 1998-2007, she worked in both Australia and the UK, for Big Global Investment Firms with Increasingly Important-Sounding Titles, completing a grad diploma in Applied Finance and Investments along the way. At the time, she got cocky, made some silly investments in the 2000 tech boom, and learnt a healthy respect (the hard way) for the ups and downs of the stock market. In 2008, fed up of working for big financial companies, she set up a business called The Platforum, now one of the UK's most respected financial research firms, analysing investments and platforms for financial advisers, fund managers, pensions providers and investment platforms. She sold the business to Centaur Media in 2011 and left the business in November 2014. Boring Money is Holly's new venture. Her aim is to help people without PhDs in finance understand the investment markets - without jargon, bias or pompous gobbledygook.

Andrew Sanders, Commercial Director, Innovation Group and NPD, Time Inc
Andrew joined Time Inc. following stints in both business to business and regional press representation. Initially a member of the Key Accounts and business development team he has worked throughout the Time Inc. portfolio predominantly in creative solutions and digital advertising functions. Andrew has worked with a diverse range of clients (from Unilever to Rough Trade records) and technology suppliers to create effective, innovative communications solutions that have meaningful results. Andrew’s current role is to bring commercial expertise (and money) to Lab projects and the wider Innovation Group (NME, Now and Look), deliver commercial test partners whilst incubating new launches into the wider commercial framework of Time Inc. UK.

Philip Mehl, former CMO Retail Banking & Wealth Management, HSBC EMEA
Philip is a creatively driven and commercial marketer who has held several director positions most recently with HSBC where he led a team of 250 across 16 countries and was responsible for a £200m budget. His brand marketing background covers a range of high profile industries, with stints at Orange, T-Mobile, Yum! Brands, Mars, Unilever and Ford adding to his extensive brand knowledge. He graduated from Bristol University with a Masters of Engineering, was a founding mentor with The Marketing Academy and is an avid cyclist, skier, golfer and tennis player.

Sally Tarbit, Director,The Team

Sally began her career in insurance marketing during the heady days of the late 1980s - first at The Insurance Service (the direct arm of Royal Insurance), then RAC Insurance Services before switching to agency life and ultimately consulting.  During her time in agencies, she has worked across the financial, retail and charity sectors, using her breadth of experience to see beyond the moment to understand what really works to deliver results.
With a glass-full attitude, Sally searches for ways to unite seemingly disparate audiences around a brand's purpose to get results. Development of communication strategies for brands as diverse as National Savings and Investments, English Heritage and BP have succeeded in pulling both customers and employees closer by answering the eternal question: why?

Henry Tucker, Managing Director, Kantar Futures

Henry joined Kantar Futures from a career in innovation and consumer and customer marketing where he occupied both global and operational roles across multinational businesses.

Henry works extensively in foresight and futures across a range of clients and sectors. Much of his time is spent developing new strategies for global clients in fast growing markets. More recently he has worked helping clients develop thinking to connect with the Future Shopper and Retail landscape.

Henry regularly presents at global conferences for senior executives. Recent engagements include “The Future of Retail” for a flagship WPP event, “The Changing Consumer Landscape” for a multinational CPG business; “Can Government Innovate?” for public sector thought leaders.

Henry has helped organisations including Nissan, Unilever, Vodafone, Coca Cola, Yildiz, and Walmart.



09:00 Registration and Coffee

09:30 Chair's Opening Remarks

Philip Mehl, former CMO Retail Banking & Wealth Management, HSBC, EMEA

Sally Tarbit, Director, The Team

Henry Tucker, Managing Director, Kantar Futures

11:15 Coffee

11:30 Andrew Sanders, Commercial Director, Innovation Group and NPD, Time Inc

Holly Mackay, Founder and CEO, Boring Money

Patrick Barwise, Emeritus Professor of Management and Marketing, London Business School

13:30 Buffet Lunch

14:00 Event Closes


Presentation Synopsis:

Patrick Barwise, Emeritus Professor of Management and Marketing, London Business School
The 12 Powers of a Marketing Leader
This presentation is about what drives senior marketers’ business impact and career success. It is based on Patrick Barwise’s recent book The 12 Powers of a Marketing Leader co-authored with former McKinsey partner Thomas Barta.

Sally Tarbit, Director, The Team
Don’t mind the gap: how marketing with purpose can drive effective inter-generational value and connection
Communication strategies could re-write themselves on a daily basis as buying behaviours shift, demands become greater, and our understanding of who prospects truly are less clear. As audiences diverge, brands come under increasing pressure to do more with less. We’ll explore how putting purpose at the heart of communications can unite audiences around a brand, building a dialogue and value exchange based not just on what you do, but why you do it.

Andrew Sanders, Commercial Director, Innovation Group and NPD, Time Inc
The New Mainstream: A Study of Identity and Influence amongst UK 18-34 year olds
This research challenges some of the myths and assumptions around the “Millennial” audience in the UK, how they interconnect with each other, their values and what these values mean when producing products for or marketing to them.
The New Mainstream identified differing six distinct and diverse segments within the overall group. As well as looking at the differing behaviours and attitudes of these segments Time Inc. are able to place these in the context of research into other key audiences.
What this means in terms of connecting with this audience will be illustrated with examples of how this audience research has informed product development and innovation at Time Inc. UK.

Holly Mackay, Founder and CEO, Boring Money
Engagement? Think tribes not products.
Holly will talk about her experiences of successful consumer engagement. What is it that engenders trust and compels someone to engage? She will talk about segmentation and the power of tribes, and share results of some consumer testing around this. Finally she will look at how tech is changing our marketing and products – and share consumer reactions to this.

Philip Mehl, former CMO Retail Banking & Wealth Management, HSBC, EMEA
Will marketing have a mid-life crisis?
The act of branding goes back to about 2000 BC, marketing as an activity can be traced to the late 19th century and brand management as we know it was created in the 1950s. 1993 was a seminal year for modern marketing with the birth of Webtrends and the publication of the book 'The One to One Future' by Peppers and Rogers. So today we are effectively being Millennial. Is marketing still in its' adolescence and will we all jump forward to ensure we don't end up having a mid-life crisis?









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