SOLD OUT – YMC TALKS: “The Anatomy of a Winning Campaign”


Winners Talk Winning at YMC TALKS

What makes an award-winning campaign? With the annual FCS Portfolio Awards Gala around the corner, the FCS Young Members Circle gathered three brand marketing “rising stars” to help us answer this question. Moderated by Alyssa Brady, Director of Marketing at Dotdash Meredith, our panel, which included Michelle Alfano of Ally, Max Alex of Mizuho Americas and Tanya Fraser of Citi shared best practices, learnings and big ideas behind some of the buzzworthy campaigns that have captured our industry’s attention.

Here are some of the panel’s main insights that all financial marketers should consider and learn from:

  1. Lean into emotion. Tanya Fraser of Citi shared how leading with emotion was key to the creative strategy for the recently launched Citi/AAdvantage “Travel On” campaign, which proved to set them apart from the competition. The creative leans into a human truth born out of the COVID-19 pandemic – that we all were craving adventure after months of being grounded.
  2. Don’t be afraid to test new tactics. We often get caught up in what’s comfortable, especially in financial services marketing. Our panel shared a common consideration – out of the box ideas and tactics can prove successful when done right. Especially when budgets are limited, innovative ideas can lead to earned media with big results. Michelle Alfano of Ally shared how an influencer activation on Tik Tok transcended to other media outlets when the message of community impact and giving back resonated with their audience.
  3. Teamwork truly makes the dream work. Max Alex of Mizuho Americas, who recently launched its new brand awareness campaign, “A Name Worth Knowing,”  talked about the power behind their small and mighty marketing team. “Everyone plays a crucial role,” he noted. Agency teams, media partners and internal stakeholders were all acknowledged by the panel as critical players in the success of their campaigns.
  4. Timing + targeting = traffic. Launching a campaign in the right environment is crucial. Relevancy is key to user engagement and consideration. You have to remember your audience – they should always be at the core of your creative and media approach. Tanya discussed how re-targeting, with sequential video messaging, from upper funnel to lower funnel tactics, is core to their approach and has been one of their most successful efforts.

The FCS Young Members Circle (YMC) is open to all financial marketing, communications and media professionals age 39 and younger. FCS YMC hosts in-person and virtual events throughout the year. For more information, contact FCS Board Directors Hailey Brent and Krissie Hart.

The FCS Young Members Circle (YMC) will stage its first event of 2023 with an in-person, after work reception featuring a panel discussion on “The Anatomy of a Winning Campaign.”

If you’re age 35 or younger, join us on Wednesday, April 12 at the Dotdash Meredith headquarters in Manhattan’s Financial District. Networking begins at 5:30pm, with the program set for a 6:15pm start.

What makes an award-winning campaign? Is it undeniably successful metrics and KPIs? Showstopping creative that can’t be missed? A buzzworthy big idea that challenges the status quo? The team and minds behind the brief and execution? All of the above?

Who better to help us dissect the anatomy of an award-winning campaign than a panel of rising stars from leading financial brands who have taken home top FCS trophies. Whether it’s been FCS Marketer of the Year or an FCS Portfolio Award, there is much to learn from the marketing teams behind year-over-year wins at our industry’s biggest awards celebrations. 

Our featured speakers will include:

  • Michelle Alfano, Senior Director, Paid Digital Marketing, Ally
  • Tanya Fraser, SVP, Head of US Cards Advertising, Citi
  • Max Alex, Head of Brand and Creative, Mizuho Americas
  • Alyssa Brady, Director of Marketing, Dotdash Meredith (moderator)

Join us for cocktails, conversation, and not-to-be-missed content! Reserve your spot at our YMC TALKS reception today– seating is limited.

For industry friends who have yet to join the FCS YMC, we’re offering a special one-time price ($150) that includes a ticket to the reception plus a one-year membership ($150 value).  To take advantage of this offer (new members only), please contact FCS Admin Coordinator Marisa Jago, [email protected].

This event is sold out.

  • Start April 12, 2023 05:30 PM EDT
  • End April 12, 2023 07:30 PM EDT
  • Location Dotdash Meredith HQ 225 Liberty Street New York, NY 10281


Panelist Michelle Alfano

Senior Director of Paid Digital Marketing

Michelle Alfano is the Senior Director of Paid Digital Marketing at Ally Financial. She supports digital strategy across multiple lines of business and the programmatic & paid social in-house buying teams. Michelle joined Ally in 2021 as part of their initiative to bring more transparency in media buying and analytics in-house, which was a perfect […]

Panelist Tanya Fraser

SVP, Head of U.S. Cards Advertising

Tanya Fraser leads advertising for Citi’s co-brand and proprietary credit cards. Her previous roles at Citi have run the gamut, including Retail Bank client segment strategy, experiential, social media, and content execution. Prior to Citi, Tanya worked on digital communications at the Gates Foundation and in digital marketing on the agency side in Atlanta, Georgia. […]

Panelist Max Alex (2023)

Head of Brand and Creative

Max Alex, the Head of Brand and Creative at Mizuho, is an experienced marketing and brand leader. With 10+ years of experience servicing clients in the financial service industry, Max has led numerous high-profile campaigns and initiatives, most recently the launch of “Mizuho Americas. A Name Worth Knowing.” brand campaign.

Moderator Alyssa Brady

Director of Marketing

Alyssa Brady is a Director of Marketing at Dotdash Meredith for the Financial Brand Partnerships Group. Alyssa and her team are responsible for developing creative, strategic and insight-led cross-platform marketing programs across Dotdash Meredith’s 40+ endemic financial and leading lifestyle brands for all Financial Services advertisers. Alyssa has 10 years of experience in media, starting […]