Two in Twenty

Asset managers want their marketing teams to drive growth, not just support it. For CMOs, that means showing how spending on brand and education turns into commercial results.

AI makes the job more difficult in two ways. It is changing how marketing teams work, and it is changing who reads what they produce. Content now has to persuade the large language models that prospective clients use for research, as well as the people who make the final decision. What works for one does not always work for the other.

In this episode of Two in Twenty, Twink Field talks to Andy Washburn, a former CMO of MFS Investment Management with more than 35 years in asset-management marketing, about how firms can tie brand and education to commercial outcomes, and which skills marketing teams will need next.

Tom Hughes, Chief Marketing and Communications Officer at Gemcorp, shares insights on how asset management firms, especially smaller ones, can leverage branding and marketing to stand out in a competitive landscape. 

In this episode, he and Twink Field discuss the evolution of marketing roles, the importance of storytelling, and strategic long-term planning.

Simon Hildrey, Chief Marketing Officer at Lion Trust, shares over two decades of expertise, from his unconventional journey through war studies and journalism to building a powerful brand in asset management, and reveals how marketing today can be a game-changer for your business.

Laura shares her journey from strategy to marketing at M&G, emphasising the importance of authenticity, creativity, and boldness in financial services marketing. Discover how a willingness to experiment has driven brand visibility and impact.

What does it take to balance consistency with flexibility in a global brand?

In this episode, Neuberger's Henry Detering draws on 20+ years in asset management marketing to share his perspective on international nuance, brand refresh strategies, and how marketing is evolving to play a bigger role in client engagement and digital transformation.

Financial services still has a bit of an intimidating reputation that is stopping a lot of great and talented people from applying for roles.

In our latest episode, Alex Laurie, Head of Marketing and Communications at Ruffer, talks to Twink about her initial reluctance to join asset management and how role models and mentors can play a big part in attracting talent.

Alex also shares how she helped marketing grow and thrive in a company that famously “didn’t do marketing”.

Twink is joined by Arlene Ingram of JP Morgan Asset Management, who discusses her career journey, the complexities of strategic marketing in a global context, and the balance between brand and performance marketing. 

Arlene emphasises the importance of data and AI in modern marketing, defining success in financial services, and the necessity of continuous learning and career development.