RECAPS and REPLAYS: First Three Weeks of FCS MOVES with E*TRADE, Invesco, MassMutual
The launch of the FCS Members Only Virtual Event Series (MOVES) has proven to be a huge success with new and longstanding members. While the series ensures at least 30 events from September until August, the goal was to start off with weekly CMO-level conversations every week through the end of the year. With tremendous support from senior executives across the industry, we’ve been able to deliver as dynamic a calendar as we imagined.
Andrea Zaretsky, CMO, E*TRADE, kicked off our series on Thursday, September 10. Following an introduction by Jon Roberts, President of DotDash Finance, Andrea walked our Zoom audience through a keynote presentation* called “2020… Weird but True.” Andrea talked about:
- Background on the E*TRADE brand
- The 2020 game plan
- Navigating a pandemic
- What’s next for E*TRADE
Showing the bold evolution of E*TRADE as a challenger brand, Andrea focused on the current challenges of the company’s hard working media plan, led by its digital focus. She ended her comments on the excitement about the impending acquisition of E*TRADE by Morgan Stanley.
Wrapping up the event, John McCormick, chair of the FCS Programming Committee, posed several questions submitted in advance and live by the audience. In addressing the ‘cookie-less future,’ Andrea noted her belief that the absence of such tracking will lead to ‘deeper connections between consumers and the brands they engage with.’
*Note: a recording of this event is not available due to compliance restrictions set by E*TRADE.
Our second week of MOVES featured a one-on-one interview with Emily Pachuta, Chief Marketing & Analytics Officer, Americas for Invesco, on September 17. The interviewer was Jackie DeAngelis, on-air financial correspondent from our exclusive event sponsor Fox Business.
Over the course of 40 minutes, Jackie talked with Emily about how she handled the rapidly changing challenges brought on by the coronavirus pandemic. Emily described Invesco’s rapid response during the first few weeks, with the firm’s priority being its employees’ health and security. As the global firm shifted to a 100% remote workforce, tech solutions were urgently addressed for all client-facing teams. It was soon apparent that clients themselves were dealing with their own transitions and connections slowed, but only briefly. Soon, clients’ hunger for information, and specifically opinions and recommendations from Invesco, became a focus.
As the crisis accelerated trends across the industry—including areas Invesco had already been progressing, Emily and her team used the opportunity to pivot to a publisher model to provide sufficient content for Invesco’s clients. Dovetailing the acceleration of digital transformation, virtual interaction and social media, Invesco’s online marketing efforts succeeded in increasing content engagement – more than making up for the absence of in-person events and client meetings.
Week 3 of MOVES welcomed MassMutual’s Jennifer Halloran back to the FCS stage, albeit, the first time it was virtual. Jennifer, the Head of Marketing & Brand, was named a runner-up in the 2019 FCS Financial Marketer of the Year Award competition. She joined us for an interview with John McCormick, chair of the FCS Programming Committee, on September 24th.
Jennifer talked about coming into 2020 with strong traction and significant brand awareness, which fueled MassMutual’s plans for a large scale campaign beginning in January. But soon the pandemic, civil unrest, calls for boycotts that disrupted life as we know it, quickly put a halt to Jennifer’s plans. As the situation began to settle and it was clear that a new normal was upon us, Jennifer committed to stick to the values of the MassMutual brand, and launch a new campaign around Stability to reassure their audience. From the original strategy session to execution of the plan, Jennifer’s team delivered a multi-faceted campaign in about three weeks. Then, as consumers clamored for help, eager for information and guidance on “what to do now,” Jennifer and team modified the campaign, and Stability 2.0 began to address specific concerns. Next, the team developed a Healthbridge campaign specifically targeting healthcare workers who were on the frontline of the pandemic across the country.
Aware that consumers were tiring of Covid-related messaging, Jennifer led MassMutual sponsorship programs around the revitalized NHL season as well as the rescheduled running of the Kentucky Derby.
Adjusting to the new normal, Jennifer was able to reimagine MassMutual’s original plans to celebrate the 100 anniversary of the 19th Amendment in 2020. She pivoted the campaign with the help of The New York Times and produced new creative – including a video shot under a very precise Covid protocol.
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