Two in Twenty

Thought leadership is an essential part of any content strategy, providing key insights and the ability to motivate and inspire team members. However, there’s an argument that thought leadership’s identity has changed over time, along with business’ growing ability to promoting content through digital formats. 

So, what role does thought leadership play in today’s marketing mix?

In this episode, Twink discusses thought leadership with Paul Zettl, Senior Vice President and Head of Global Marketing at Cohen & Steers, and James Whitman, Head of Client Communications and Content at Aviva Investors. 

Themes explored in this podcast:

-          How has thought leadership’s identity changed over time?

-          Stimulating and generating ideas for thought leadership and best practice content planning 

-          Achieving cut-through in congested digital heavy communications channels

-          Achieving a strong, authentic, consistent voice 

-          Tips for marketers putting their content strategy into practice 

Paul Zettl, Senior Vice President and head of Global Marketing at Coheen & Steels is a highly accomplished leader with over 20 years’ experience building brands as a strategic product marketer. Prior to joining Coheen & Steers, Paul was Group Vice President, Head of Product Marketing and Offer Management at T. Rowe Price, where he oversaw product marketing and offer management for the US intermediary business, as well as the launch of a global enterprise brand campaign that included cross-company integrated advertising. 

James is Head of Client Communications & Content at Aviva Investors. Having previously held a similar role at Aberdeen Asset Management (as it was then known), he has over ten years’ experience in creating and managing investment content, and over 15 years’ experience in financial services. Responsible for global content strategy, editorial quality, production and management (with much help from colleagues), he is always looking for ways to do things differently – whether that be through achieving more effective cut-through or simply finding production efficiencies. A big advocate of always-on content marketing, he spearheaded Aberdeen’s Thinking Aloud content platform and, more latterly, created The Little Book of Data at Aviva Investors. He is a lead editor on AIQ – AI’s thought leadership magazine and content platform.

The eventing industry – worth over $1tn globally – is at the sharp end of the disruption caused by the coronavirus. Corporate events, conferences and trade exhibitions have been cancelled due to the impact of social distancing and working from home. Once this crisis has been overcome, will the delivery of events ‘return back to normal’ or remain in a digital proposition?

In this week’s episode, Twink talks to Jon Rosies, Event Marketing Consultant at Virtual & Hybrid, and Amy Calvert, Director at 1331 Events, to discuss the way we’re rethinking the role and delivery of events in a new working world. 

Themes covered in this podcast:

-          The future of the events industry

-          How budgets will be allocated across events 

-          The opportunity to reinvigorate events with more innovation – will this enable a better return on investment?

-          The practicalities for future events and likely timeframes for doing them

-          Tips for event managers 

Jon is a senior marketing leader and experiential specialist, with specific expertise in event marketing and multimedia. During his 30-year career he has worked alongside the marketing and business development teams of some of the world’s leading investment firms, technology companies and publishing houses in Europe, the US and Asia. Combining hands-on technical production with strategic marketing expertise, he now supports marketing directors and their teams define event marketing strategy and deliver brand experiences in digital and live settings.

Amy Calvert is an experienced event specialist with over 20 years’ experience delivering large-scale events and conferences that span over 25 countries in Europe, Asia, Africa and the US. From corporate events for investment banks and top asset management firms to global tech companies and retailers, Amy’s  global experience includes conferences for 1000 people in New York, PGA golf tours, parties, dinners and table planning for up to 500 people and bespoke C-Level thought-leadership events.

COVID-19 has pushed marketing to the forefront in many businesses as the full client experience is now being delivered digitally. Sales and marketing teams are working together more closely than before and investment officers now seek out their marketing departments’ help to develop online client engagement strategies. Does this present an opportunity for marketers to build relationships and strengthen engagement with key stakeholders across the business.

In this week’s episode, Twink talks to Jackie Boylan, Head of the UK Adviser Platform at Fidelity International, and Curt Custard, Chief Investment Officer at Newton Investment Management, to discuss stakeholder management, impact and influence.

Themes covered in this podcast:

-          The prominence of marketing within investment management companies and how it is cultivated at a cultural and individual level

-          Tips on how to approach and get attention of senior stakeholders 

-          How to prioritise the stakeholders you need to engage with

-          Tips for dealing with old-school, antagonistic stakeholders who are patronising towards marketing

-          How marketers can build and maintain stronger relationship with key stakeholders i.e. sales teams, investment managers and compliance

Jackie Boylan is an experienced executive with a demonstrated history of working in the financial services industry. Upon joining FundsNetwork in 2017, Jackie assumed the responsibility for the management and development of the service and experience that FundsNetwork delivers to advisory firms. Prior to joining the Fidelity, Jackie spent 22 years at BT Financial Group, where she held a number of management positions and was  instrumental in enhancing the customer and adviser experience.

Curt Custard is responsible for all aspects of Newton’s global investment processes and team. He joined Newton in 2017 to lead the investment teams for the firm, including the portfolio managers, research analysts and the trading function. Prior to joining Newton, Curt was head of the Global Investment Solutions division of UBS Asset Management where he oversaw a 130+ person investment team in five locations.

In our remote working world, marketing teams are finding themselves incredibly busy - some are thinking about recruiting, while many other companies are struggling. There seems to be a real polarisation to how marketing teams are faring through this period. In today’s podcast we address this issue, as Twink talks to Charlie Walters, Director of CW Learning Ltd and Ruth Johnson, Director at INK HR. They discuss how to handle team growth and reduction. 

Themes covered in this podcast: 

-          Key considerations for an effective recruitment strategy

-          Best practice interview process and considerations for interviewing, recruiting and onboarding someone remotely 

-          Most effective methods of talent retention 

-          How to go about having those tough conversations with individuals and how best to manage the wider team

-          Tips on how to manage, right-size and create a cohesive, motivated team

 Ruth Johnson, an Associate of the Chartered Institute of Personnel & Development, and qualified in Advanced Employment Law, is a highly qualified business coach, trained in performance assessment and analysis. Prior to setting up her own compliance practice, Ruth was head of HR at Lane4 Performance Management, an award-winning leadership development consultancy. Ruth’s early HR career began at Andersen Consulting, and she subsequently worked for Goldman Sachs, both on the trading floor and within the investment bank.

Charlie Walters is a highly experienced trainer, facilitator, and leadership consultant within the financial services industry. Before setting up CW Learning, Charlie was a Management and Personal Development Tutor at Fitch Learning and most recently led the learning and development team at Schroders. 

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. 

Remote working has rapidly swept across the UK due to social distancing. Many of us may start to experience unanticipated mental health consequences from mandated remote work. As this leads to elevated levels of stress and anxiety, it is imperative that employers recognise the importance of workplace mental health.

In this week’s episode Twink welcomes back Janice Benning, Founder and Director of NeuroVitality Ltd to discuss how we can manage for mental health – a topic that is very much in the forefront now as we cope with isolation. 

Themes covered in this podcast: 

-          Spotting the ‘warning signs’ in individuals

-          Approaching friends or colleagues to start a conversation about their mental health

-          How managers can support employees who are showing signs of being mentally unwell

-          The risk to people’s mental health when moving back to the office 

-          How we can support ourselves and others to try get back to a healthier place

 Janice specialises in creating and delivering individual and group training sessions promoting resilience, wellbeing, and personal development both in and out of the workplace. As someone who is passionate about ensuring others maintain health and balance in a challenging business world, Janice established NeuroVitality Ltd to prevent ill health, absenteeism, and improve staff retention rates. 

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers.

Since the financial crisis, global public investors have increased their allocation to real assets at a steady pace, research highlights. The volatility of markets at the moment, in addition to traditional fixed income becoming less attractive, have caused investors seeking protection. Real assets offer an appealing solution. This week, Twink discusses the role real assets play in a portfolio, as she’s joined by Alex Farlow, Head of Risk-based Solutions at Square Mile and Ruli Viljoen, Head of Manager Selection at Morningstar.

Themes covered in this podcast:

-          What are real assets?

-          How the allocation to real assets has changed in the past 10 years

-          Inputs and considerations to typically consider when putting a portfolio together

-          Liquidity issues that arise with this search for income 

-          Tips for marketers and how they can showcase their company’s capabilities 

Alex Farlow heads up the risk-targeted/volatility-managed research and co-leads on multi-asset fund research for Square Mile. In addition, he also comments in the financial press and produces articles on topics within his specialist research areas. Prior to joining Square Mile, Alex worked at Morningstar OBSR, predominantly working with IFAs – building and servicing investment and product best-advice panels.

Ruli Viljoen joined Morningstar in 2019 through the company’s acquisition of OBSR, where she had worked since 2009. Most recently, she served as head of investment research for Morningstar's open-end manager research in the UK. An experienced professional working in the UK fund research industry since 1996, Ruli has worked at TriAlpha Investment Advisors, Nedcor Investment group and Pavilion Capital.

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers.

Building high-performing leadership teams is essential for business success, and this is arguably even more crucial in highly unusual operating environments. This week Twink talks about what makes a good leader and how teams can improve, as she’s joined by Andy Brown, Director at etc Advisory and Farley Thomas, Founder of True Dawn.

Find out more about:  

-          The growing importance of coaching and mentoring 

-          What makes a good leader

-          How the demands of leadership have changed over time 

-          Ways to improve team dynamic 

-          Tips for investment marketers working on their leadership skills

Andy Brown, Director of etc Advisory, provides transformative support for agency founders and leaders based on the three pillars of clarity, tools, and talent. With over 20 years’ experience in leadership roles, Andy is an accomplished adviser who thrives when working with enthusiastic and audacious people. 

Farley Thomas, Founder of True Dawn, is an experienced coach and leadership adviser, working with a diverse set of clients who lead high-growth businesses. Drawing on over two decades of achievement in leadership, Farley helps organisations grow by sparking valuable conversations, developing actionable insights and identifying and shifting unconstructive work patterns. 

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. 

We shine a light on investment trusts this week, looking into what makes this a good investment choice, and why it is difficult to promote them. Twink is joined by Ross Duncton, Managing Director, Head of Marketing & Direct at BMO Global Asset Management (EMEA) and Annabel Brodie-Smith, Communications Director at Association of Investment Companies (AIC). This episode has been recorded remotely, following Covid-19 lockdown measures. 

Themes covered in this podcast

-          Why investment trusts are a good investment choice

-          The advantages of a closed-ended structure and who this will likely appeal to 

-          How the audience of investment trusts is changing over time

-          The difficulties with marketing investment trusts

-          How the F&C investment trust celebrated and marketed it’s 150-year milestone

 Ross Duncton is a highly experienced marketing lead with over 15 years’ experience working in the financial services industry. Heading marketing teams in other large financial firms such as Prudential and Acromas Financial services, Ross has a thorough understanding of all marketing competencies, product management, commercials and operational capabilities. 

 Communications Director at the AIC, Annabel Brodie-Smith manages the PR team whose role it is to communicate the uses and benefits of investment companies and VCTs to the media, advisers, wealth managers and private investors. In addition, Annabel is also responsible for co-ordinating the AIC’s RDR programme and overseeing the AIC’s adviser and training seminars. 

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. 

In today’s episode Twink is joined by Stuart Alexander, Co-Founder and CEO of Gemini Investment Management as they address Fund Governance within the Investment Management industry. Although Fund Governance has always been around, it is only in the last twelve months it has become a more prevalent issue. High profile fund failures such as Neil Woodford and Peter Young, who cast a long shadow over the investment industry, are prime examples of the growing need for increased regulation and governance. 

Themes covered in this podcast: 

-          The growing importance of fund governance 

-          How Woodford changed the investment industry

-          The growing need for accountability across all areas of a business 

-          The roles and responsibilities of the management committee to ensure correct governance 

-          Marketers role within fund governance

 Stuart Alexander has over 30 years’ experience in the fund management industry, previously working at other large asset managers such as Invesco and Morgan Grenfell. As an experienced professional, he has successfully launched a number of businesses in the asset management industry and has overseen the growth of many of these businesses in the UK and globally. 

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. 

We are joined by Courtney Waterman, Head of Creative Marketing at Ninety One (previously Investec Asset Management) to talk about creating a new asset management brand. Also in studio with Twink is Dan Cordoni, Associate Creative Director, and Richard Sherwell,  Client Partner at Publicis Sapient.  

 Themes covered in the podcast:

-          Unique challenges in creating a new brand 

-          Insights into stakeholder management 

-          How to brief your creative agency and work with them to deliver on it

-          The process and challenges of creating a brand name

-          Building brand identity, narrative and articulation 

 Courtney Waterman is a highly experienced marketer with over 25 years’ experience in asset management, leading marketing teams at firms such as Janus Henderson, Blackrock and Schroders. 

 Dan Cordoni is the Creative Lead at Publicis Sapient, a digital transformation partner helping established organisations get to their future digitally-enabled state. With more than 15 years’ experience operating at the boundary of design, strategy and technology, Dan joined Publicis Sapient over two years ago to help create highly relevant, beautifully crafted experiences that define brands and unlock business value.

 Richard Sherwell, Client Partner at Publicis Sapient’s Financial Services vertical, specialises in working with wealth and asset management clients. During the last 15 years he has led a variety of brand, marketing, creative campaign and technology engagements. He has worked at small, medium and large agencies, always focusing on the wealth and asset management sector.

The AIM High podcast is hosted by Twink Field, CEO and Founder of White Marble Marketing and The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers. Welcome to the AIM High podcast, hosted by Twink Field, CEO and Founder of White Marble Marketing, for The Association of Investment Marketers (AIM). AIM creates content and resources designed specifically for marketers within the investment management world. The AIM High podcast is focused on conversations with a range of investment industry experts talking about the opportunities and challenges of financial services, the evolution and impact of products, practical investment marketing insights and personal development for careers.