Marketing Week Top 100 2021: The top marketers in financial services
Marketing Week ReportersMarketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
How HSBC is building a marketing team that can ‘move forward at pace’
Manny PhamThe bank’s leaner marketing team now operates through “centres of excellence”, with hubs covering digital acquisition, insights, big planning and performance.
‘Timely, timeless, never political’: Why HSBC is evolving its brand purpose
Manny PhamHSBC is expanding its purpose marketing strategy with its fresh platform ‘Opening Up A World of Opportunity’, after past efforts yielded return on investment.
Marketing Week Meets the CX50: Chris Pitt, CEO, First Direct
Marketing Week ReportersAs one of the 10 Organisational Leaders in the CX50 list, First Direct CEO Chris Pitt discusses the role of the C-suite in delivering CX and customer-centric culture, as well as the functions that senior executives look to for strategic CX leadership.
HSBC CMO Leanne Cutts steps down to move into dairy industry
Michaela JeffersonCutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
MoneySuperMarket repositions again as it looks to reverse slump
Manny PhamAfter retiring the Money Calm Bull earlier this year, MoneySuperMarket is relaunching its brand for the second time in two years as it looks to drive growth.
Are brands embracing the potential of cryptocurrencies?
Manny PhamWith major brands such as PayPal, Facebook and Amazon backing the benefits of cryptocurrencies, is it time for mainstream brands to explore this emerging tech?
John Lewis launches investment products in £100m financial services play
Charlotte RogersThe retailer is hoping the “trust and love” consumers have for its brand will enable it to expand successfully into investments, backed by a £100m cash injection in its financial services business over the next five years.
One marketer on the challenge of having 7m reluctant customers
Charlotte RogersHaving swapped the world of digital banking for debt collection, former Atom Bank marketing boss Neil Costello is on a mission to bring a message of financial wellbeing to an unloved sector.
Confused.com on how ‘throwing out the category playbook’ helped it drive cut-through
Marketing Week ReportersConfused.com CMO Samuel Day explains how the price comparison site boosted brand awareness by going against category norms.
Nationwide on why flexibility can only come from certainty
Marketing Week ReportersCMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
BMW on why marketers should take an ‘outside-in’ approach to CX
Matt BarkerThe marketing bosses at Royal London and BMW explain why focusing on experience, rather than promotion, can re-energise both brand and marketer.
Mastercard: Businesses that undermine marketing are setting themselves up to fail
Michaela JeffersonWith a “tsunami” of new technologies incoming, marketing is about to become more important than ever, argues Raja Rajamannar. So how do marketers regain their place at the table?
Direct Line’s Mark Evans: Being customer orientated is a constant work in progress
Lucy TesserasDespite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
Starling Bank: ‘Everything we do is around driving brand awareness’
Michaela JeffersonAs it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.