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Mumbrella Finance Marketing Virtual Summit

September 23, 2020

Mumbrella’s Finance Marketing Summit will feature marketing leaders from finance, banking, insurance and payments to discuss the key issues impacting the industry.

The tide is turning from profit-driven to purpose-driven. Brands have long touted ‘values’ but values are meaningless unless these are reflected in a brand’s behaviour, as this is what truly speaks volumes about a business and what it stands for. In an era where consumers can see through the ‘talk’, how can financial brands walk the purpose talk?

Hear from James Goodwin, chief marketing officer at Australia’s first neo-lender, WISR, as he unpacks real purpose versus values packaged up as purpose, how everyone along the value chain can truly change their mindset, and how to practically shift from values to purpose.

If the events of 2019 were not enough of a warning call to the rest of Australia that customers want to know what brand’s stand for, then what will be? In this session, learn how to turn your values into profit and purpose.

“Consumers are likely to say that they trust their banks and insurers more than they did 12 months ago” That’s according to a 2019 study by Accenture Global Finance Services – and no doubt welcome news for an industry that went through a Royal Commission, substantially changed by Open Banking, experienced drastic shifts in consumer technology and is now dealing with a global pandemic.

But amid the chaos, could this be the ideal time to evaluate the way you communicate with consumers? Could it be an opportunity to engage more with them on a level which will continue to increase trust in financial institutions?

In this panel session, a group of senior marketers with deep experience in the finance industry will reveal the opportunities they believe COVID-19 has opened up for financial institutions and what marketers need to do now to capitalise on them.

Is a global pandemic a good time to be in market with a new campaign? MyState Bank not only executed, but ideated and produced its latest campaign entirely during the strict lockdown of the COVID-19 crisis. Facing all manner of practical and logistical challenges, how did it all happen, and what were the results?

Together with The Royals, the agency behind the campaign, they’ll take the Finance Marketing Summit through the end-to-end journey, from the workings behind the message, to the battles of creating on-point, sensible work in a challenging world climate.

We are likely to be working during a global pandemic for many more months to come. Hear the first-hand story and pick up great insights into what to look out for when you do it yourself.


September 23, 2020
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