Spring Members’ Conference – Short-Term vs. Long-Term: Getting the Balance Right


Should financial services companies target their marketing resources on long-term brand building? Or focus on short-term brand activation that delivers quick results?

In light of Binet and Field’s “Effectiveness in Context” report, financial services brands would do well to take a more long-term view. But how can marketers get the balance right between brand investment and satisfying the Board’s need to see quick commercial gains?

Who in the financial services sector is getting the balance right? What are the arguments that will help marketing planning deliver the right strategies for optimal short- and long-term profit?


Our line-up of senior level strategic marketers will share their thinking on getting it right.


Speakers include:

Alastair Pegg, Marketing Director, The Co-operative Bank

Carl Bratton, Head of Marketing Effectiveness, Direct Line Group

Nick Pugh, Head of Effectiveness, Ebiquity UK

Mike Rocha, Global Managing Director – Economics, Interbrand

James Sandberg, Chief Customer Devotee, Customer Devoted

Chair: Mark Brayton, Former Marketing Director, Barclays

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