Day 1 - Wednesday 18 September 2024
In Partnership with:
Day 2 - Thursday 19 September 2024
Rory will talk about the fixation on the “false god” of quantification in marketing, and how this is being driven by a culture of fear and the desire to avoid subjective decision-making. By focusing only on measurable and pre-testable approaches based on past data, marketers are ruling out creative and innovative approaches. He will urge markets to embrace ambiguity: the opposite of a good idea may be another good idea. The session will also cover:
• Why efficiency can’t cater to every customer need
• What marketers can learn from Jeff Bezos and Elon Musk
• Why cultures built around insuring against blame don’t lead to good decision-making
With the marketing world in the middle of the AI hype cycle, marketers ( especially those in less data mature industries) need to take a step back and look at the customer data foundations, strategy, processes and culture before leveraging to the maximum the new tools & technologies arriving on the market.
Brian will share his experiences within the asset management industry as well the some of the hurdles encountered, and barriers that needed to be broken down.
With the case study example of Legal & General, how can automation help marketers get to market faster and more effectively? Red Marker will delve into what you need to know to leverage the power of AI & automation to upskill your teams and drive faster results.
How many of your digital users will be robots by this time next year? With 85% of financial services organisations already using AI in some form or other, the continued rise of GenAI means this is a question we need to ask ourselves. In this session, we look at what you need to know to be ready for the rise of the robots and what it will mean to design for humans from now on. Using real life examples, we will explore how the emergence of AI affects the design process, the new ways of thinking needed to innovate and the old habits and thinking that it's time to leave behind.
This session will explore how senior marketers can lead the transformation of customer experiences through tailored strategies and will cover the growing demand for personalisation, the challenges financial institutions face (such as data privacy and technological limitations), and key strategies for leveraging data, AI, and omni-channel approaches. Through real-world case studies and future insights into emerging technologies, the presentation will provide actionable steps to overcome barriers and measure success, empowering marketers to drive customer loyalty and business growth through personalised financial services.
With some loose creative briefs to work with, delegates will be split into groups and be given the opportunity to get hands-on and explore the possibilities and limitations afforded by generative AI in an open, friendly, and collaborative environment. With no wrong answers and a licence to thrill, what will you create?
Day 3 - Friday 20 September 2024
In an increasingly saturated market, Cowry Consulting collaborated with VCCP to investigate the behavioural science of memory. The aim was to understand and identify the conscious and subconscious drivers of memorability in marketing, and establish the key psychological pillars that will make your business unforgettable.
With uses of GenAI on the rise, is creativity in financial services put at risk by artificial intelligence or being given a second chance? Our panel will debate what the most important aspects of creativity for business in financial services, as well as their opportunities and pitfalls that AI may bring marketers in the near-future.
We all know how hard it is to think about our future selves, and planning for retirement is a tough job for even the most seasoned financial planner.
Latest research from NOW:pensions, into how people react when presented with the harsh realities of managing income in retirement, is quite revealing and draws out key differences between the generations and life stages.
It’s time for a change… Alistair Welham and Richard Milner will share a new way of thinking about income in retirement “Retirement Years” and how it is informing the development of tools and solutions to help everyone plan for a better future.
Attending this session will provide:
• Overview of NOW:pensions new Retirement Years proposition.
• Insights uncovered from Cowry’s recent research.
• Takes outs for marketeers looking to test new concepts and propositions.
So you’ve attended the Summit, met everyone and been to the sessions… So what?
In our final interactive breakout session, we’ll be splitting into groups to tease out the top learnings and takeaways that you’ve taken away from the past two days.