Creativity has long been a key driver in fostering differentiation and connection between brands and consumers, but as the use of AI continues to rise across financial services does it risk posing an existential threat to originality in the sector?
As marketers fight to ensure campaigns stand out in an already saturated market, staying afloat on the AI-generated “Sea of Sameness” will decide whether brands sink or swim.
Our panel will explore the relationship between AI and creativity in financial services marketing, examining how brands can strike the right balance and leverage AI as a complement to human creativity rather than a replacement.
Chaired by:
Lucian Camp, Brand and Marketing Consultant, Lucian Camp Consulting
Lucian Camp began his career as a copywriter some 30 years ago, working initially on products that you can eat, drink, drive and wear, but after ten years or so he discovered the subtle pleasures of the financial world, and has concentrated on it ever since. He has always worked on the creative side of the business, and continues to write for a number of clients as well as being his agency’s creative director.
He writes and speaks frequently on financial services marketing and communications topics, and maintains a strong belief that more interesting and engaging communications could play a big part in helping people manage their finances more actively and more successfully.
Speakers:
Mark Chappel, Global Head of Creative Marketing, Man Group
Mark leads the creative marketing team at one of the world’s largest hedge funds. With a background in investment writing, he brings experience in social, brand, video and podcast production to deliver creative content and effective amplification. He has previously worked at leading index manager Legal & General Investment Management and renowned retail investment manager M&G.
Duncan Sparke, Divisional Director, Man Bites Dog
Duncan leads the financial services division at strategic marketing consultancy Man Bites Dog. In particular he specialises in working with companies across the financial services sector to deliver stand-out pieces of global thought leadership that bridge the divide between commercial objectives and the increased role of sustainability in business.
Steve Johnston, Creative Director, Studio_Certain
Steve is the creative director at Studio_Certain, a multi-disciplinary creative agency in London that works across a wide range of sectors in both B2B & B2C. He is an award-winning designer, illustrator, and author who has created identities for some of the world’s most iconic brands.
Steve has worked for the past 27 years across a diverse range of clients and sectors, from fashion and sports to broadcast and financial services. For the past two years, he has turned his attention to understanding how emerging visual Ai technologies can enhance the creative process.
Hazel Pitchers, Founder of Merakiting & CMO, IFM Investors
Hazel Pitchers is the founder of Merakiting, a customer-focused marketing strategy consultancy which helps companies solve problems, find opportunities and future-proof their business strategies working across B2B, B2B2C and B2C sectors for scale ups, SMEs and larger corporates. She is also the CMO of IFM investors, and has over 20 years experience working client-side in financial services across investment/ wealth management for a range of small, mid and large-cap companies including AXA Investment Managers & BlackRock.
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