The FCS is delighted to partner with Northwestern University and Brand New Media to present a special Education Summit: "Digital Marketing of Financial Services 2020."

• Hosted at Bloomberg's NYC headquarters, this is a FREE EVENT for FCS Members.  Registration is required.  Please contact FCS Admin Coordinator Vanessa Sandri at [email protected] or (617) 595-2912.
• Once your membership is confirmed, your registration will be processed.  Please be sure to bring Photo ID to the event, otherwise lobby security will not allow you access to the event.

Top-line results on the most comprehensive research on digital marketing and media of the Wealth Management, Asset Management and Insurance industries will be revealed at this annual event. 

SUMMIT AGENDA

8:00 – 8:45 AM                Continental Breakfast and Welcome Reception

8:45 – 9:30 AM                Top Line Results of Digital Marketing of Financial Services 2020 Research Initiative
Presenters: Frank Dudley, Professor, Northwestern University and President, Brand New Media and Vijay Viswanathan PhD, Professor, Northwestern University and Lead Analyst, Brand New Media
Frank and Vijay will present top line results of the most comprehensive research conducted on digital marketing and media within the financial services industry.

9:30 – 10:00 AM              Marketing Officer Panel

Presenters: Brenda Tsai, Chief Marketing Officer, BNY Mellon; Fran Cashman, EVP, Global Head of Marketing and Communications, Legg Mason; Larry Black, Global Head of Marketing, FTSE Russell

Our panel of senior marketers from some of the largest financial services firms will discuss the role of digital marketing and media within the overall marketing organization. They will discuss specific KPIs for digital, the role of data/analytics, how digital media is now planned and bought, and the roles of agency and consulting partners.

10:00 – 10:15 AM           Digital Excellence Awards

Rankings of Top Wealth Management, Asset Management and Insurance firms will be revealed in three key growth categories: Social Media, Mobile Experience and overall Customer Experience.

10:00 – 10:30 AM           Coffee Break

10:30 – 11:00 AM            The Future of Financial Advisory Services

Presenter: Michelle Lynn, Global Head of Data Science and Insight, Bloomberg Media Group

Michelle will present results and insights from the Bloomberg Financial Advisor Study, which reveals the world FAs see facing them as the new economy grows, the technology revolution continues, and more clients enter retirement.

11:00 – 11:30 AM           Digital Marketing Leadership Panel

Presenters: Daniel Allocca, Senior Managing Director, Global Head of Brand and Demand Generation, Nuveen; Amit Pandya, Director – Head of Digital Strategy and Platforms, New York Life Insurance Company

Senior digital strategists from some of the largest and most successful financial services firms will discuss where digital is having the greatest impact on the business and their strategies and plans for 2020.  The discussion will primarily focus on Customer Experience Innovation and how data is being utilized to drive more personalized marketing with advisors and customers across multiple channels. Digital tools and technologies required to meet these business objectives will also be discussed.

11:30 – 12:00 PM           Customer Experience Innovation

Presenter: David Duncan, PhD, Co- Author of “Competing Against Luck: The Story of Innovation and Customer Choice” and Senior Partner, Innosight

David Duncan and Clayton Christenson (author of "The Innovator’s Dilemma") have recently co-authored “Competing Against Luck,” based on a simple yet profound idea: customers don’t buy products and services; they hire them to do a job. And understanding which jobs your customers need done is key to customer experience innovation.  David will share a new and innovative approach to unlocking customer need and business growth opportunity.

FCS West continues its fall breakfast series in San Francisco entitled “Transformative Marketing 2020.” Two monthly events will tackle different aspects of the rapidly changing marketing landscape, looking at Content Marketing Trends and Generational Trends impacting financial marketing specifically. Exploring these diverse topics as we look to the coming year, we will hear from marketing, advertising, and media professionals in the finance vertical as well as other sectors speaking to creative and successful executions pushing the boundaries of current marketing capabilities.

The topic for the October breakfast in the series is "Transformative Content Marketing Trends."

Just as many financial services firms feel like they’ve finally found their groove with content marketing, the industry is embarking on its next phase of change. Text-based thought-leadership content may remain the medium of choice for most firms looking to establish their intellectual prowess, but increasingly their audiences are shifting their attention elsewhere, particularly to new, mobile-first media like podcasts, video, and interactive, bite-sized social content. Amid this always-shifting landscape, what is the new native content? And how has the shift changed the way marketers position their wider strategies around content and communications?

Questions about this and all FCS West events may be directed to FCS West President Pete Matthews, [email protected].