On the money: effective marketing in Financial Services

Registration is now closed for the event. However you can still watch the event live by visit this page from 9.30am on Wednesday 27th February.

It’s an exciting time to work in Financial Services. With customers demanding more personalised, efficient and frictionless services and new technologies moving into the gaps created by regulatory change, this is a sector under transformation.

In this fiercely competitive market, communications and brands have a critical role to play. Financial Services businesses, both those with a high-street presence and online-only operators, invest strongly in TV advertising because it works – last year they invested £605m in TV. This free event will explore why TV works so well for them and how they can make their media investments across the board even more effective.


9:30: Welcome
Matt Hill
, Research & Planning Director at Thinkbox, sets up the morning.

9.35: What’s next for Financial Services?
Amy Cashman
, Co-CEO, UK & Ireland, Insights Division, Kantar, shares a bird’s eye view of the macro trends in this rapidly transforming sector along with the opportunities in the year ahead for Fintech, new entrants to the market, and established brands.

10:10: The drivers of effectiveness in Financial Services
The Financial Services sector has embraced value-destruction to a degree that no others have. In this fresh exploration of the IPA Databank, adam&eveDDB’s Head of Effectiveness, Les Binet, tells us which advertising strategies have proved the most effective in Financial Services…and which have not.

10:55: They went short, we went long
Carl Bratton
, Head of Marketing Effectiveness, Direct Line Group, and Andrew Challier, Chief Client Officer, Ebiquity, take us behind the scenes of Direct Line’s success story. They explain how they tackled the complex task of measuring the impact of marketing in both the short and the long term, how this impacted on their marketing investment decisions and how it changed the tone of conversation within the business.

11:20: Coffee Break

11:35: What does advertising success look like in Financial Services?
Matt Hill
, Director of Research & Planning at Thinkbox, talks us through the Financial Services findings from ‘Profit Ability: the business case for advertising’, the landmark effectiveness study from Ebiquity and Gain Theory. What level of profit returns should financial businesses expect from their media investments in the short and long term? And what’s the likelihood of success across channels? All will be revealed.

11:45: Brands, tech plans and communications
Expert advice and debate on how new and established Financial Service companies can get the best out their communications in the company of Richard Warren, Director of Marketing Communications, Lloyds, with Les Binet, Head of Effectiveness, adam&eveDDB, and Lucy Jameson, Founder, Uncommon. Chaired by Lindsey Clay, Chief Executive, Thinkbox.

Everything you need to know

  • Date: Wednesday 27th February
  • Time: 9.30am – 12.30pm

Watch live

Make sure to visit this page from 9.30am on Wednesday to catch the live stream.

If you have any questions about the event please email [email protected].

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