Learn & network

Programme

The course is made up of five, one-day sessions each running from 10:30am to 5:30pm at our convenient central London location, The Hospital Club. The year starts in September, through to June the following year.

Each day is focused on a core marketing subject, offering insights and debate from industry experts and small structured workshop groups. These small, workshop style sessions provide an intensive, effective learning environment where each delegate is expected and encouraged to contribute.

Course work

Each delegate will be given an assignment to complete over the programme’s duration.  At the outset they will be asked to define their own marketing strategy, in their words. As the course progresses they will be able to embed their learnings, to then submit a final marketing plan.   There will be an individual award agreed by a panel of our speakers for the best marketing proposal

Overview of the UK Market – Wednesday, 27th September 2017

An introduction to the industry we work in, developing a solid understanding of our market, distribution channels and the historical context of financial services. The day will be hosted by Sarah Hatcher, ex head of Marketing for Zurich Life.

Morning presentations & panel:

  • Richard Romer-Lee, Square Mile. The context of how the market has evolved in recent years to our position today
  • Jasper Berens, JPM. Where to from here? How JPM has responded to product developments, regulation and distribution changes.
  • Alexandra Haggard, Blackrock. How the institutional market has adapted and changed against the macro backdrop.

Afternoon workshops:

  • Sasha Dabliz, Rothschild. The key tools in marketing to Wealth Managers.
  • Heather Hopkins, Platforum. Recent findings from Platforum in relation to the changing distribution space.
  • Magnus Spence, Spence Johnson. A look at the institutional market, how it is changing and key influencers.

Strategic Campaign Planning – Wednesday, 29th November 2017

Our first introduction to marketing in financial services, we develop an understanding of what “campaign” means in todays context, how do we plan, strategise and ensure commercial viability. The day will be hosted by Sarah Hatcher, ex head of Marketing for Zurich Life.

Morning presentations & panel:

  • Hans Arnold, Brand Consultant. The power of your brand within campaign strategy.
  • Duncan Muir, Standard Life. How to approach segmentation for effective campaigns.
  • Courtney Waterman, Schroders. Showcasing the value of campaigns through clear KPIs within your business.

Afternoon workshops:

  • Toby Finden-Crofts, RiF. How to use research in informing effective campaign strategy.
  • Matt Ball, Ptarmigan. The differing campaign tools available and when to use them + how to brief effectively.
  • Vincent Hooplot, Hooplot Associates. Effective marketing campaign performance indicators.

Content Marketing Strategy – Wednesday, 7th February 2018

Delegates should leave this day with an understanding of how to effectively communicate with customers, how to differentiate their business and how to manage the business’ story to an optimum. The day will be hosted by Sarah Hatcher, ex head of Marketing for Zurich Life.

Morning presentations & panel:

  • Holly Mackay, Boring Money. Mistakes financial services firms make when marketing to consumers.
  • Lucian Camp, Lucian Camp Consulting. How to do content marketing that's worth the bother.
  • Anne-Marie McConnon, BNY Mellon. Awakening the content marketing giant.

Afternoon workshops:

  • Andy Skeen, A-Scribe. The importance of segmenting your audience and aligning your messaging.
  • Dawn Hyams, Wisdom Council. How to ensure jargon free communications that are fair, clear and not misleading.
  • Andrew Appleyard, MRM. How to effectively leverage PR and marketing together.

Embedding Digital in Marketing – Wednesday, 25th April 2018

A lively and interactive day understanding the changing digital landscape, how to ensure effective e-marketing and what digital means in 2018. The day will be hosted by Andrew Scott, digital marketing director and ex Head of Digital at M&G and Investec.

Morning presentations & panel:

  • Michelle Booth, The future of digital. What digital means for organisations and people.
  • Sat Pandher, Alpha Grid. Rich content to help B2B marketers engage their clients and grow.
  • Julian Brewer, Schroders. “Planning and delivery of Digital in your organisation…working towards ROE”

Afternoon workshops:

  • James Leavesley, CrowdControlHQ. How to implement an effective social media strategy.
  • Michelle Booth, Digital Innovation Strategist. Innovation mindset - design thinking & culture change/ways of working
  • Andy Chang, Mezzo Labs. Setting and measuring campaign KPIs.

Developing Key Leadership Skills – Wednesday, 6th June 2018

Concluding our programme, we work on individual management styles and how to motivate and create award winning teams. The day will be hosted by Georgina Field, ex head of European Marketing at Aberdeen Asset Management

Morning presentations & panel:

  • Hans Georgeson, Architas. Managing key relationships – what MDs look for from marketing teams.
  • Dick Turpin, Artemis. The importance of relationships across industry and within your company.
  • Ruth Saunders, Galleon Blue. Marketing in the boardroom: tips for success.

Afternoon workshops:

  • Ruth Saunders, Galleon Blue. The do’s and don’ts for effective communication with senior management.
  • Wendy Skeen, L&D expert. Understanding your management style & leading a motivated team.
  • Jonathan Hill, Catalyst. The powers of persuasion, influence and effective communication.