On the money: effective marketing in Financial Services took place on Wednesday 27th February 2019 at BAFTA. The event is now available to watch on demand. You can also view selected slides by clicking the download button above.
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 event explored why TV works so well for them and how they can make their media investments across the board even more effective.
What’s next for Financial Services?
Amy Cashman, Co-CEO, UK & Ireland, Insights Division, Kantar, shared 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.
The drivers of effectiveness in Financial Services
In this fresh exploration of the IPA Databank, adam&eveDDB’s Head of Effectiveness, Les Binet, told us which advertising strategies have proved the most effective in Financial Services…and which have not.
They went short, we went long
Carl Bratton, Head of Marketing Effectiveness, Direct Line Group, and Andrew Challier, Chief Client Officer, Ebiquity, took us behind the scenes of Direct Line’s success story. They explained 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.
What does advertising success look like in Financial Services?
Matt Hill, Director of Research & Planning at Thinkbox, took 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?
Brands, tech plans, and communications
Expert advice and debate took place on how new and established Financial Services companies can get the best out their communications with Richard Warren, Director of Marketing Communications, Lloyds Banking Group; Les Binet, Head of Effectiveness, adam&eveDDB; Dino Myers-Lamptey, Managing Director, MullenLowe Mediahub; and Lucy Jameson, Founder, Uncommon. Chaired by Lindsey Clay, Chief Executive, Thinkbox.