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Living Ratings 2021: Brand & Digital Intelligence of Asset Managers




The FCS welcomes the return of Living Group for the 5th annual presentation of their proprietary Living Ratings, a benchmarking report on the brand and digital intelligence of the top Global 100 Asset Managers.  In this sneak peek, Living's CEO Kate Shaw will present a summary of the report's findings and then reveal the rankings of the Top 20; the full report will be launched globally later this year.

The research presentation will be followed by a panel discussion with marketing executives from asset managers ranked in the Top 20 of the 2021 Living Ratings, including:

  • John Brockelman, Global Head of Brand Marketing & Communications, State Street Global Advisors
  • Rich Latour, Managing Director, Global Head of Content & Media, BlackRock
  • Mathew Greenlay, Head of Global Digital Marketing & Analytics, abrdn

Living Group evaluates the dotcom and social media functionality and content of leading financial services companies by sector. For the past 12 years, this full-service marketing agency has ranked the leaders and the stragglers and shone a spotlight on emerging trends in digital branding.

Living's exclusive sponsorship enables the FCS to offer this event for free to our members and all our colleagues in the finanical marketing community in the U.S. and abroad.

To register for this event on Zoom, click here:



John BrockelmanPanelist

Global Head of Brand Marketing & Communications

State Street Global Advisors

John Brockelman is Senior Managing Director, Global Head of Brand Marketing & Communications for State Street Global Advisors, the third largest asset manager in the world, with more than $3 trillion in assets under management.  He is responsible for brand, advertising, communications, social media and creative design.  John is also a member of the company’s Senior Leadership Team. During his tenure at State Street, John has won a number of marketing awards, including four Grand Prix top honors at the Cannes Lions Festival of Creativity, a record five Grand Clios and the Effie’s Most Effective Brand and Most Effective Marketer for the “Fearless Girl” campaign.  His team also won the Financial Communications Society Judges’ Choice Award two years in a row for the “Fearless Girl” campaign in 2018 and the Mid-Cap ETF campaign “Crazy Enough to Work” in 2019, a collaboration with actress Elizabeth Banks. John joined State Street in 2015 after 14 years at Fidelity Investments where he served as a Senior Vice President and led corporate affairs and executive communications.  Prior to this role, John held a variety of communications and corporate marketing leadership positions including serving as a company spokesperson, leading the development of an enterprise-wide message platform and managing internal, executive and corporate marketing communications teams.

Rich LatourPanelist

Managing Director, Global Head of Content & Media


Rich Latour is the Global Head of Content at BlackRock. In this role, Rich manages the firm's overarching public-facing editorial content and distribution strategy that develops the firm's narratives and turns them into videos, podcasts and other social media assets. These stories seek to explain BlackRock's business to wider audiences by highlighting BlackRock's thought leadership on market trends, showcasing the firm's positive impact on society and positioning the firm as an employer of choice. Rich's team also oversee the firm's global paid media strategy, social media strategy and content partnerships. Prior to joining BlackRock, Rich spent 5 years as VP, Digital Content at Goldman Sachs, where he developed and led key, industry-leading content initiatives that helped bolster the firm's reputation in the years following the the financial crisis. Rich also spent nearly two decades as a broadcast journalist at NBC News as a producer and senior producer at NBC Nightly News. Rich is the recipient of 4 Emmy Awards and 2 Edward R Murrow Awards. Rich grew up in Ottawa, Ontario. He graduated from McGill University and then received a Master's in journalism from Columbia University. He resides in Manhattan with his wife and three children.

Mathew GreenlayPanelist

Head of Global Digital Marketing & Analytics


Mathew Greenlay is Head of Global Digital Marketing & Analytics at abrdn, which he joined in 2010.

Kate ShawPresenter


Living Group

Kate Shaw is Co-Founder and CEO of Living Group, a global full-service marketing agency founded in 2004. Kate has 20+ years of financial experience covering investment banking, private client wealth management and hedge fund trading which includes eight years at UBS, where she managed sales trading to hedge fund clients. Kate is responsible for Living's financial services clients and brings extensive, invaluable knowledge of the alternative investment arena. She also oversees Living's financial control and growth strategy in UK & Europe, Asia and the U.S.


  • Exclusive Programming Partner:

    Living Group


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