FP Live! 2024 recap

In London yesterday, FP Live! brought together the titans of financial marketing to discuss the challenges and opportunities facing the industry.

The full-day agenda delivered inspiring insights, thought-provoking debates, and crucial networking opportunities to marketers and comms professionals across banking, payments, pensions, insurance, and investment.

Demonstrating value to key stakeholders is a stumbling block for marketers and comms professionals cross-sector and across the globe. Ludivine Evra from Mercer Investments, Kate Pennell from Howden, and Alexa Nightingale from Opinium the panel agreed tough economic conditions and fast-moving financial markets should be seen as an opportunity for financial marketeers to prove their value, and revealed top tips on how to get friendly with your CFO.

Expertly moderated by Alexander Clelland at Houston, our second session of the day took a deep dive into the essential skills for tomorrow’s marketers. Alexandra Lewis from Aon, Alastair Fairbrother from Allianz Global Investors, and Lisa-Marie Mallier from No Fluff Communications discussed how modern markets, the rise of technology, and the surge in available data have changed the coalface of marketing.

The term “influencer” was once reserved for reality TV stars. Sophia Bhaumick from WTW Affinity, Scott Guthrie from Influencer Marketing Trade Body, and Adam Dooley from Hootsuite debated whether the semantics of “influencers” has led to financial firms underutilising the voices and strengths of their employees.

Sports sponsorships – when effectively measured and activated – can deliver tangible and drastic results. To round off a successful morning, Sean Connell from The Sponsor sat down with Tim Burnell from Investec, Jasper Martens from PensionBee, Danielle Lee from Metro Bank, Kelsey Offord from Standard Life, and Ben Conway from Colchester FC. The seasoned marketeers urged marketers to explore more unconventional metrics to measure return on investment.

Smaller breakout sessions followed a networking lunch, allowing speakers and delegates to niche down into their specific sectors and delve a little deeper into the nuanced pain points of each topic.

In the “banking and payments” breakout room, panellists from both established and challenger brands weighed up commercial brand decisions vs staying authentic to your brand’s mission statement. Rapid changes in regulation, a wide range of customer understanding, and persistent issues of trust were on the minds of crypto assets markeeters, who face their own distinct challenges.

Investment and savings marketers said sustainability, long-term investment, and the power of storytelling are the keys to successful investment marketing. Despite agreeing the landscape was significantly tougher than in previous years, panellists remained optimistic about the opportunities that marketers and comms professionals can leverage in the coming years.

Global and local players graced the “(re)insurance and risk” stage, grappling with issues such as sustainability, market cycles, and accessing audiences. In a complex and technical sector, it’s down to the marketer to create digestible, jargon-free content that can be adapted to a variety of target audiences, the panellists said.

The star-studded keynote panel brought delegates from all sectors back into one room to chew over a topic at the top of every leader’s agenda. Amie Stankiste from LSEG, Georgina Peters Venzano from Beazley, and Isha Chander from J. P. Morgan Payments examined the role of the commercially minded and strategic marketer and how leaders can encourage and foster future talent.

Financial Promoter Live! will be back in 2025 to resume the debate and reflect on what’s changed one year on.

Want to be there? Register your interest here.