The Economist Intelligence Unit have recently released a report entitled 'A Crisis of Culture' and this research examines the value global financial services industry's is placing on ethical conduct and financial knowledge. Few will disagree building a brand is much more than a strong corporate identity yet arguably financial services firms have failed to make this shift. But is it realistic to expect this to happen and should marketing step up its game to drive change, address corporate culture and be the catalyst to shift the industry to meet client needs? Our panel of senior professionals will review the role of marketing has to play in creating a resilient financial services industry.
Joe Clift, Chief Marketing & Communications Officer, CFA Institute (Chair)
Sara Mosavi, Editor, Economist Intelligence Unit
David Brooks, Marketing Director, Sun Life Direct
Piers Currie, Group Head of Brand, Aberdeen Asset Management
Giles Cuthbert, Managing Director, Chartered Banker Institute
Steve Wellard, Head, Marketing & Communications, EMEA, CFA Institute