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Culture-Driven Marketing Trends in 2018



FCS San Francisco will stage a breakfast panel discussion around the rise of culture-driven marketing.  As we've seen an increase in the editorial focus on corporate culture, financial brands are carefully activating communications strategies to better tell their stories both internally and externally.  A marketing consideration has evolved around how to conduct business that does more than benefit shareholder value.  We'll talk about how companies are achieving success by focusing on the intersection of brand and culture... and the challenges faced by those whose brand equity has been diluted by concerns about their culture.


Lindsay TilesPanelist

Vice President, Corporate Communications

Charles Schwab

Lindsay Tiles is Vice President, Corporate Communications for Charles Schwab; she joined the firm in 2004.

Demetra AiraudiPanelist

Head of Brand Communications


Demetra Airaudi leads brand and consumer communications for Square. Prior to joining Square, Demetra spent the last 15+ years building and implementing communications strategies for technology companies including Skype, Microsoft, Path, Brit + Co, and LG Mobiles. Based on her extensive experience in brand building, she was tasked with creating a new team at Square that brings together communications at the intersection of data and design.

Tony WesslingPanelist

Managing Partner


Tony Wessling is the Managing Partner of Chromium, a strategic brand and culture consultancy based in San Francisco with an office in Washington DC. Tony works with an organization's leadership to craft strategic initiatives to develop vibrant cultures that support remarkable, durable brands. In addition to his creative and strategic expertise, he is the Chief Architect of CulturePulse, a mobile app that fosters employee engagement while providing real-time insight into the health of an organization's culture. He has been the driver behind successful strategic and creative programs for national and international entities such as APL Ltd., AXA Investment Managers, American AgCredit, Arrowhead Insurance, Beech Street Capital, Berkadia, CAMICO, Capital One, Fannie Mae, Global Environment Fund, The Mortgage Bankers Association, The City and County of San Francisco, and The Port of San Francisco, among others. He is a past member of the Board of Directors of the San Francisco Chapter of the Association for Corporate Growth. Prior to founding Chromium, Tony spent 17 years as the President and Creative Director of The Wessling Group, a boutique creative agency based in San Francisco. An avid writer and speaker on branding and corporate culture, Tony has presented to numerous business groups in the U.S. and Europe including the Financial Communications Society of New York, the Insurance Marketing Communications Association, LocWorld in Seattle and Berlin, the San Francisco Chamber of Commerce, and the Swiss-American Chamber of Commerce in Zurich and San Francisco. He has also been a guest speaker at the Academy of Art University, San Francisco State University School of Business, and UC Berkeley Center for Entrepreneurship. 
Tony received his BFA in Design from the University of Michigan at Ann Arbor.

Sara SilversteinModerator

Executive Editor

Business Insider

Sara Silverstein is the host of Business Insider's cryptocurrency show "Crypto Insider" and of Business Insider's finance show "The Bottom Line" at the Nasdaq MarketSite in Times Square. Sara is the creator and host of the behavioral economics show "Why Are We All So Stupid?" on Facebook Watch. You can also see Sara on CNBC Primetime in all three seasons of "The Filthy Rich Guide". Sara has an MBA from the University of Chicago Booth School of Business with a concentration in analytical finance and a bachelor's in mathematics from the University of Colorado. Before joining Business Insider, Sara worked as a producer for Bloomberg Television. Prior to that she spent five years as a senior portfolio analyst at a hedge fund.

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  • FCS West Platinum Sponsor:

    Investing Media Solutions
  • FCS West Platinum Sponsor:

    Insider Inc.
  • FCS West Platinum Sponsor:

    Seeking Alpha
  • FCS West Gold Sponsor:

    Bloomberg Media
  • FCS West Gold Sponsor:

  • FCS West Gold Sponsor:

    Mitre Media
  • FCS West Gold Sponsor:

  • FCS West Gold Sponsor:

  • FCS West Gold Sponsor:

    The Wall Street Journal


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June 07, 08:00AM PDT
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Omni San Francisco Hotel, 500 California Street, San Francisco
  • All ticket prices increase $15 per person on June 6.
  • No refunds after June 4.