This event is open to paid Forum members only, client-side (FCA or PRA regulated).
We will be accepting arrivals from 09:00am, and the discussion will begin at 09:30am.
In an increasingly crowded and fragmented market, authenticity is often cited as a key differentiator for brands, but is seldom defined or applied in any consistent manner. For financial services, the challenge is not simply being present or recalled, but earning relevance and trust in the moments that matter to audiences.
Drawing on examples from financial services and beyond, we will consider how brands can build salience beyond the point of immediate need and how cultural relevance has shifted in a world of fleeting attention spans and increasingly critical audiences. We will also examine the tension between purpose and commercial reality, particularly in polarised environments where standing for something carries perceived risk, but standing for nothing carries even greater cost.
We will explore how authenticity can support brand growth by helping organisations clearly define where they belong in the market and what they stand for, as well as examining why brands can no longer rely on buying attention or cultural relevance through media alone and why authenticity now depends on participation, consistency and credibility.
Speakers:
Becky Rawlings, Senior Marketing Communications Consultant, Thrive Money
Becky is a brand and communications consultant helping financial services businesses grow through authentic, consistent storytelling and has created integrated campaigns for clients including First Direct, Equifax, and Octopus Money. She is passionate about the role authentic storytelling plays in making brands meaningfully different and her work focuses on the gap between brand strategy and execution. She ensures that every piece of communication ladders back to the business's unique proposition, to consistently reflect what it stands for. She is also the founder of OnBrand, a platform built to solve this problem at scale.
Paul Irwin, Creative Director, Studio Certain
For the last 20 years, Paul has worked in both boutique and fully integrated agencies across all sectors from professional services to the performing arts. Whether he’s developing brands, defining strategies, or directing brand films, he leads every project with passion and precision.
Richard Warren, Director Brands & Marketing, Nationwide Building Society
Richard Warren is Director of Brands & Marketing at Nationwide Building Society, where he leads brand strategy for one of the UK’s most trusted financial services brands. With a career spanning senior roles in both agency and client-side organisations, including Lloyds Banking Group and leadership positions at DLKW Lowe and Mullen Lowe, Richard brings deep expertise in building distinctive, effective brands that drive long-term growth and customer trust.
Carolyn Rich, Director of Brand, Allianz UK
As Director of Brand at Allianz UK with over 1.5 years of experience in the role, Carolyn oversees the strategic direction and brand health of Allianz and LV= in the UK. Her work focuses on leading integrated, insight-driven marketing strategies across brand, digital, social media, and sponsorship to enhance brand awareness and equity. Additionally, Carolyn manages sponsorship strategies, including high-profile partnerships with England Rugby, the Olympics, and Allianz Stadium.
Hosted by:
