Recap
On Tuesday, October 6, FCS New York presented “Building What’s Next: Marketing Redefines the Possible,” a Cocktails with Content panel at the New York Yacht Club’s Model Room. The discussion covered how marketers can navigate AI, changing consumer expectations, and evolving brand strategies.
Laura Jones, Vice President, Head of Media & Content Strategy, VanEck, discussed Answer Engine Optimization (AEO) and how content and spotting missing information are still key when companies try to stand out on AI platforms. VanEck has used Claude for competitive analysis, while Traci Spiegelman, Vice President, Global Media, Mastercard, shared how Mastercard uses AI to create synthetic personas and pre-test creative. Julie Parish, Managing Director, Chief Marketing Officer, Nomura Asset Management International, discussed Nomura’s use of an AI “swim buddy” to support content development.
The panel also touched on the importance of connecting products with brand perception. Laura said investors know the tickers (SMH, GDX) without connecting them to VanEck. Her strategy was creating ads that paired the ticker with the brand. Traci highlighted how Mastercard uses creators to build trust and communicate beyond traditional advertising. One example was the company’s partnership with McLaren Formula 1 drivers Oscar Piastri and Lando Norris, who helped bring cybersecurity messaging to audiences in a more engaging way.
The panel’s advice was extremely relevant for junior marketers and students entering the industry. Traci emphasized approaching new connections and starting a conversation, while Julie described curiosity and strong communication as a marketer’s “superpower.” The speakers encouraged young marketers to keep learning, embrace networking, and develop AI fluency as it becomes a baseline skill. The biggest takeaway from the panel discussion was that the future of marketing will require both technological adaptability and strong human connection.
Our thanks to Bloomberg for sponsoring the event, and to FCS Board Director Sheevani Raikundalia of Bloomberg Media for moderating the panel.
— reported by FCS Marketing Scholar Dea Shah
Ticket sales have closed. For inquiries, please contact the FCS Administrative & Communications Coordinator, Juliet McAlee ([email protected]).
FCS New York, in partnership with Bloomberg Media, presents “Building What’s Next,” a Cocktails with Content program exploring how senior marketing leaders are turning a period of profound transformation into an opportunity to rethink what’s possible.
- AI is reshaping workflows. Leadership priorities are evolving. Market dynamics are shifting. New channels are changing how brands connect with audiences. And expectations for growth continue to rise.
- For marketing leaders, the challenge extends beyond responding to change. It’s about determining where transformation can create opportunity — and how to translate that opportunity into action.
To bring this topic to life, we will stage a panel discussion, featuring:
- Traci Spiegelman, Vice President, Global Media, Mastercard
- Laura Jones, Vice President, Head of Media & Content Strategy, VanEck
- Julie Parish, Managing Director, Chief Marketing Officer, Nomura Asset Management International
Our moderator will be Sheevani Raikundalia, Executive Head of Financial Services Advertising Sales, North America, Bloomberg Media. (Sheevani also serves on the Executive Committee of the FCS Board of Directors.)
The conversation will explore where leaders are investing, how they are applying AI and emerging capabilities, and how a changing media landscape — including the growth of commerce media — is creating new ways to engage customers and build relevance.
Join us on Tuesday, October 6th at the New York Yacht Club’s famed Model Room for another memorable FCS event.
In keeping with the FCS commitment to giving back, FCS will make a $1,000 donation to a children’s charity selected by the panel.
