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Mumbrella Asia Finance Marketing Summit launches – Visa and Standard Chartered Bank speakers

 

Mumbrella Asia has launched its inaugural Finance Marketing Summit, which will take place in Singapore on August 29.

The event will bring together hundreds of leading finance industry players. During the one-day conference at the Novotel in Clarke Quay, delegates will get to immerse themselves in the marketing challenges, trends, pain points and untapped opportunities within the finance space.

The hot topics of the day will include an examination of why banks fail to use their rich customer data to provide personalised marketing, the new paradigm of marketing to millennials, deconstructing the customer journey, disruption in the financial space, the validity of influencers, brand building in the digital age and much more besides.

The audience will also hear from 35 speakers from international brands like Visa, Standard Chartered Bank, DealStreetAsia, VMLY&R, Yahoo, DealStreetAsia, SingSaver and Singapore Press Holdings – to name but a few.

Indeed, the first keynote of the day is titled ‘Visa’s marketing journey, personalising a dominant global brand’. It will look at how you make payments exciting? And what can you do to humanise one of the world’s largest payment organisations, which operates in more than 200 countries and has a valuation close to US$200 billion?

Focus on your users and their product experiences. That was Visa’s answer. So alongside mass marketing taglines like ‘Everywhere you want to be’ and global sponsorship platforms, the company made bold moves in more personalized engagements like content marketing, celebrity influencers and experiential marketing.

Hear about these initiatives and much more in this keynote session by Visa vice-president of marketing for South East Asia Vivian Pan. She has been with the firm for almost a decade and before that worked for Citibank and Unilever. Pan also has an MBA from China Europe International Business School.

Pan will take delegates on Visa’s marketing journey

This session will be moderated by the Mumbrella Asia publisher Dean Carroll. He is an experienced British journalist, who has worked in a number of international markets including Singapore, Australia, Dubai, Switzerland and the United Kingdom. As well as his media work, he is also a published academic.

Next up is a session titled ‘Banks have more personal data than anybody, but why don’t they use it?’ Google and Facebook know everything you do online. Between them, they know the websites you visit, some of your media and buying habits, the brands you like and hate, the terms you search for, the people you email and the things you talk about.

Don’t be scared. Your bank actually knows you better than that even. It can get most of the above information that duopoly has from various sources online and through ad exchanges. But the bank also knows what you actually purchase, where you eat, what your favourite dish is, where you travel, where you stay and a whole lot more besides.

So your bank actually has a more complete profile of you than any online platform, or indeed in most cases than even you’d be able to recall or describe yourself. However, when was the last time you launched your banking app, or opened your credit card statement, and found any hint of personalisation coming through?

This session examines how financial institutions might bridge this gap to provide customers with a better tailored service through bespoke marketing activations that predict and meet consumer needs. If that happened, then banks would have a good story to tell about how they use data – rather than the negative discussion around data privacy.

You will hear from Jansen Kore, head of digital marketing at one of India’s largest private banks – IDFC-Capital First – plus VMLY&R Asia chief strategy and transformation officer Hari Ramanathan. Plus there will be Immedia chief operating officer Richard Jones and Integral Ad Science South East Asia managing director Laura Quigley – a former Googler in London.

Moderating this session will be Janet Ong, the Singapore finance editor for Yahoo. Before Yahoo, she was with Bloomberg for over 15 years – and has previously worked in Shanghai, Beijing, Taiwan and Singapore covering stocks, company news, telecoms/technology, economic and government affairs.

It will be followed by a session on ‘Marketing to millennials: A new paradigm is emerging’. We are told that millennials have little interest in either brand loyalty or advertising itself, with many actually using ad-blockers online. If that is true, what steps can marketers take to ensure they are targeting the next generation of consumers?

This session will look at the emergence of new channels such as influencers, content marketing, programmatic and much more besides in an effort to help build a roadmap for the industry to follow.

Participating in the panel discussion will be Singapore Press Holdings chief sweet officer and content marketing guru Damien Bray, Content.co founder and head of commercial Yiwen Chan and InMobi APAC senior vice-president and managing director Jayesh Easwaramony. Also on the panel will be Luke Nathans, the CEO of creative agency Iris, and Maria Martinez, who is the marketing director of SingSaver – a financial comparison platform based in Singapore.

The moderator for this session will be Deepa Balji, who is executive director of marketing and communications of APAC, Middle East and Africa at Publicis Groupe. She is a former journalist with a strong interest in finance.

Then there is a second keynote session on ‘Understanding the customer journey – following the North Star of digital and data’. Customer acquisition and retention is no easy task for marketers. Increasingly, personalisation is the most effective way to ensure consumer desires and expectations are met.

But with so many marketing channels on offer, how do you decipher which works best for the financial products you are driving?

Well, the answer is in embracing a test-and-learn culture and making the customer the hero – according to Standard Chartered Bank global head of personal segment marketing and digital marketing Norliza Kassim.

As a data-driven professional with a special interest in content marketing, she has been with Standard Chartered for nearly a decade. Before that Kassim worked for Visa, Virgin, Citibank and Unilever.

Kassim also studied at the National University of Singapore. She has lived in four different countries and speaks English, Indonesian and Malay.

Kassim will talk about digital and data

Moderating this session will be the Mumbrella Asia editor Ravi Balakrishnan. He has covered the marketing, advertising and media industry for over two decades and was previously at Brand Equity in India before joining Mumbrella in 2018.

This will be followed by a lively session titled ‘Why is the banking industry immune from disruption and does this help or hinder marketers?’. Back in 2014, famous Silicon Valley venture capitalist Marc Andreessen said: “I am dying to fund a disruptive bank.” He was frustrated at the segment’s lack of agility.

Since then, not a great deal has changed and we are still waiting for the Uber of finance to emerge. This panel will explore the lack of innovation in this space and whether such rigidity and regulation helps of hinders finance marketers.

Joining the panel discussion will be Timothy Ho, the founder of personal finance website DollarsAndSense plus from the agency side there will be 72andSunny executive strategy director Ida Siow.

Also onboard is Vikas Jain, the senior marketing and customer experience director of peer-to-peer lending platform Funding Societies and then from the client side Aberdeen Standard Investments head of marketing for South East Asia Hazel Low. On top of that, Unruly APAC marketing and communications director Emily Yri will join the debate.

Moderating this session will be Splice Media founder and CEO Alan Soon. He has previously worked for the likes of Bloomberg, CNBC, Yahoo and Channel News Asia.

Added to the mix will be a session titled ‘Is there a place for influencers in finance marketing?’ In 2018, Singapore’s Ministry of Finance was heavily criticised for using a glamorous young cast of influencers to spread the word about the country’s upcoming budget. It was a prime example of the marketing channel not aligning with the message, the commentariat claimed at the time.

Finance might well be a serious topic, even so it is something on the mind of every consumer at every age – high-net-worth-individuals aside. Therefore, finance players like banks, insurance companies and finance ministries could well miss a trick if they fail to engage the influencer power base.

Joining the panel debate for this session will be Chelsea Teng, one of the influencer’s used by the ministry in the Singapore campaign, as well as media owner Anna Vanessa Haotanto – the inspirational founder and CEO at the women’s finance platform The New Savvy.

They will be accompanied by Ogilvy Singapore’s chief strategy officer Benoit Weisser and Ruder Finn’s Singapore director and South East Asia financial services practice head Holly Huang – who will both provide an agency perspective. Also onboard is Matt Sutton, CEO of the new influencer agency Whalar – which is backed financially by Sir John Hegarty.

Influencer Teng has worked with the Singapore government

Moderating the session will be long-time content curator and industry opinion leader Neal Moore, the founder of Moore’s Lore Media.

Closing the day will be a session titled ‘Building a brand when all around you are losing theirs ‘. The myriad marketing channels today mean that there are so many different ways to reach your target audience. It is no longer about just print and television or even big tech players.

On the menu for marketers nowadays are experiential, programmatic, e-commerce platforms, consultancy plays and even artificial intelligence. In fact, the brand-building landscape has never been so complex.

With that in mind, how do you build a brand in such an ever-changing marketing landscape? Looking to answer that conundrum and others besides will be GetCraft chief growth officer – and former agency head – David Mayo plus Nielsen Singapore’s head of analytical consulting and consumer insights Adriana Chia.

Mayo has seen it all in marketing over the years

They will be joined by Accenture Digital managing director for Singapore Nils Michaelis and Darren Woolley, founder and CEO at the consultancy firm TrinityP3 – as well as EY APAC financial services brand, marketing and communications director Angela Clowry and Mansur Khamitov. He is professor of marketing and consumer behaviour at Nanyang Business School in Singapore.

Moderating the session will be DealStreetAsia head of marketing and partnerships Sara Velezmoro, a former journalist and graduate of Cambridge University.

Further speaker announcements will follow soon including a session from the headline sponsor Verizon Media. Another sponsor, Bonsey Jaden, will also be hosting an invite-only breakfast on the day. Get your discounted earlybird tickets today for just AUD$299 now before the full price deadline kicks in.

For sponsorship enquiries, please email the sales manager Wilfred Wong at wilfred@mumbrella.asia. And for content queries, do reach out to the general manager Dean Carroll at dean@mumbrella.asia.

Any other questions relating to the summit should be directed to the event manager Lauren Venables at lauren@mumbrella.asia. For further information visit the event website here.

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