DUE TO THE ONGOING TUBE STRIKES THIS EVENT WILL NOW BE TAKING PLACE ONLINE IN A WEBINAR FORMAT.
Marketers in financial services are rethinking their approach when engaging business audiences and are moving beyond transactional sales-led messaging to embrace creativity, empathy and customer-centric approaches.
In today’s competitive B2B landscape, businesses expect more from marketers and want brands that understand their needs, challenges, and values. With the likes of Hiscox, AXA and Simply Business embracing creativity in recent campaigns, how are companies demonstrating that they understand and can meet these expectations?
This session will spotlight standout campaigns from across the industry and, with insight from our panel of experts, explore the role of creativity in building stronger, meaningful connections with B2B audiences.
Speakers:
Ed Birth, Head of Brand Marketing, Hiscox UK
Ed joined Hiscox in 2022 - his first client-side role after 18 years agency side. In his agency career he worked across a range of categories from FMCG, to government to automotive. He gained particular experience in Financial Services having developed campaigns for brands including Zurich, Brewin Dolphin and Close Brothers (for whom he previously won an FSF Marketing Effectiveness award). At Hiscox he is responsible for brand strategy, media, advertising, internal comms and PR.
Louise Clark, Head of Marketing Campaigns, Zurich Insurance UK
Louise joined Zurich Insurance in 2013, previously having worked at AIG and Standard Life. She leads Marketing and Customer Communications at Zurich, overseeing strategy and delivery across the Life and General Insurance businesses. Managing a team of 22 and a multimillion-pound budget, she translates commercial goals into effective, insight-led campaigns.
Phil Dean, Founder, Studio Certain
With over 40 years of diverse experience in design and branding, Phil Dean is a seasoned creative leader and the founder of Studio Certain. His broad background, ranging from boutique agencies to large PLCs, gives him a comprehensive understanding of brand strategy, design, and execution. Throughout his career, Phil has worked with global brands across a wide range of industries, contributing to their growth and visibility. His impressive portfolio includes collaborations with high-profile clients such as Nike, Virgin, Guinness, BBC, Formula 1, Toyota, Jaguar, Paul Smith, Manchester United, Sky, Kopparberg, and the London 2012 Olympics.
Hugo Bone, Executive Creative Director, AML Group
Hugo is Executive Creative Director at AML Group, where the team creates simple ideas for a complicated world. Since joining in 2021, he has led the creative and design team and contributed to 14 pitch wins.
Previously, Hugo was Creative Director at The Gate and held senior creative roles at VCCP, BBH, Havas, and others. He has developed campaigns for brands including Virgin Media, O2, Audi, Organix, easyJet, and The Electoral Commission.
