Advertise on podcast: Two in Twenty

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.

Our host Twink Field interviews Malcolm Fried, CMO of Ninety One, about how a focus on fundamentals and positioning were instrumental in helping the firm navigate a challenging few years for the asset management industry. They also explore targeted marketing strategies, the balance between data and creativity, and building a strong brand identity. As always, Malcolm shares his advice for those with aspirations in the industry.

In this episode of Two in Twenty, Ian discusses his extensive career at Baillie Gifford, highlighting the company's growth and the evolution of its marketing strategies.  Ian talks about the importance of communication, especially during challenging times, and shares insights on facing activist investors like Saba. Ian also explores the future of marketing in financial services, particularly the role of AI.

Twink is joined by Ross Duncton of Columbia Threadneedle, who shares his career journey, and tells us the importance of understanding product and market dynamics. He also discusses his role in building sustainable brands, and the challenges of aligning multiple stakeholders in investment trusts.  Ross highlights innovative marketing strategies, particularly the use of digital and social media to engage with everyday investors. As always, the conversation concludes with insights on defining success in marketing, and the importance of balancing customer needs with commercial objectives.

In this conversation, Paul Zettl shares his extensive career journey in financial services marketing, discussing key experiences at various firms. He emphasizes the importance of building effective agency relationships, optimizing marketing structures, and creating value-added programs.

In this episode, our guest Kelly Mikhailoff emphasises the importance of building a strong team culture as the foundation for success. She discusses the significance of recognising and celebrating diversity within the team, which fosters an environment where individuals feel valued and empowered.

In this episode of Two in Twenty, Lucy Davidson shares her career journey from technology to marketing, discussing the challenges of transitioning into a managerial role, the importance of driving global campaigns, and aligning marketing efforts with business objectives.  Lucy emphasises the significance of adaptability in global marketing, the role of AI in enhancing productivity, and the need for genuine relationships in career development. Lucy also reflects on the recent 100-year anniversary campaign of MFS and offers valuable career tips for aspiring marketers.