FCS Financial Marketer of the Year

E*TRADE Financial was named the 2018 FCS Financial Marketer of the Year. This Award recognizes innovation, creativity and impact in the financial services marketplace, and rewards the marketer and the marketing leader responsible. The award was presented to Lea Stendahl, Chief Marketing Officer, at a gala dinner event on November 29, 2018 at the New York Yacht Club.  The FCS also recognized runners-up Matthew Quale, Chief Marketing Officer, Brighthouse Financial, and Jennifer Halloran, Head of Brand, Advertising, Community Responsibility and Client Acquisition, MassMutual.

The gala dinner opened with a cocktail reception sponsored by Dow Jones. Table sponsors at the event included: Assembly Media, Bloomberg Media, E*TRADE, Google, Johannes Leonardo, MassMutual, Mullen Lowe, Oath, and Seeking Alpha. The Judging Day Host Sponsor was CNN Business.  Graphics for the event and competition were provided by Leibowitz Branding & Design.

The FCS Financial Marketer of the Year Award (FMY) celebrates how marketing and communications can advance a firm’s business objectives and elevate the standard for exceptional work in the marketplace.

Judging

The Judging Panel for the 2018 FCS Financial Marketer of the Year Award included 13 senior executives from leading financial companies:

• Elyssa Gray, Vice President, Brand, Betterment
• Martin Lange, Global Head of Marketing Innovation, BNY Mellon
• Jim Hummerstone, Director of Global Advertising & Media, CFA Institute
• Mark Ingall, Managing Director, Citi
• Gordon Abel, Chief Marketing Officer, Dynasty Financial Partners
• Lauren Radcliffe, Vice President of Marketing, Media and Acquisition, E*TRADE Financial
• Kate Gunning, Executive Director, Global Head of Brand Strategy and Activation, J.P. Morgan Asset Management
• Bill Webster, Brand Director, National Life Group
• Dan Allocca, Managing Director, Head of Demand Generation & Marketing Analytics, Nuveen
• Alison Lazzaro, Vice President, General Manager Brand Marketing & Advertising, Prudential
• Mark McKenna, Head of Global Marketing, Putnam Investments
• Alissa Von Volkom, SVP, Director of Product Marketing, TD Bank
• David Fineman, VP, Head of Media, T. Rowe Price

The Award was chosen by this panel based upon a submitted case study detailing the effective execution of marketing communications plans that achieved clearly stated objectives linked to quantitative and qualitative results. The panel was tasked with rating submissions in terms of demonstrated excellence in the following areas, in order of importance:

1. Strong Results: Directly related to objectives, quantitative (not anecdotal) evidence
2. Clear Strategy, defining the campaign objectives, target, benefit and insight
3. Consistent Execution, aligned with strategy, applied consistently across all executions

The 2018 Financial Marketer of the Year Committee was chaired by:

• Christine Bacon, Allianz Global Investors
• Brent Buntin, Code and Theory
• Nick Bernardo, The Washington Post

Committee members included:

• Tony Andrade, Informa
• Nia Armstrong, Investing Media Solutions
• James Budd, ETF Global
• RuthAnne Dreisbach, Stratevist LLC
• Ken Johnston, Facebook
• Paul Leibowitz, Leibowitz Branding & Design
• Sheevani Raikundalia, Outfront Media
• Adam Wallitt, Forbes

Any questions about the Award, the Submission Process or the Gala can be sent to admin@theFCS.org.

2017   Ally Financial; Andrea Brimmer

2016   Prudential; Niharika Shah

2015   Citi; Elyssa Gray

2014   Edward Jones; Brad Iversen

2013   TD Bank; Vinoo Vijay

2012   Prudential; Colin McConnell

2011   Liberty Mutual; Paul Alexander

2010   MetLife; Beth Hirschhorn

2009   Fidelity Investments; Jim Speros

2008   E*Trade; Nick Utton

2007  Merrill Lynch Global Wealth Management; Rich Aneser

2006   Smith Barney; Barbara Glasser

Nomination

Any marketer from an eligible financial services entity may be nominated regardless of FCS membership. Eligible financial services entities include: banks, credit card companies, securities firms, financial advisors, discount brokers, exchanges, financial information companies, mutual funds, ETFs or other investment instruments, asset management companies, accounting firms, insurance products and services (excluding health insurance). Individuals can nominate themselves and multiple individuals can be nominated from (distinct business units) within one organization.

In the spirit of peer-to-peer professional recognition, there are no fees required of any entrant.