As asset managers continue to grow in scale, marketing teams face a growing challenge: should campaigns be developed centrally to maximise efficiency and consistency, or locally to reflect the needs of individual markets? Whilst global strategies can strengthen brands and reduce duplication, local teams often understand their audiences best, so how are businesses balancing the two and what does the right operating model for delivering effective global marketing look like?
Active ETFs continue to dominate industry conversations, but as more firms launch products in an increasingly crowded market, how can they differentiate against competitors promoting the same thing? Should they market the wrapper itself, or focus on the investment expertise that sits behind it? This session will explore how asset managers are positioning active ETFs, how distribution models are evolving, and whether the industry's current approach to marketing can keep pace as the market matures.
Artificial intelligence continues to rapidly transform the ways in which marketers work, automating tasks that were once central to the profession and changing the way teams plan, create and deliver campaigns. As execution becomes increasingly tech-driven, what skills will define the next generation of marketers? In this session we’ll explore how the role of the marketer is evolving, the skillsets which are becoming more valuable, and how firms are preparing their teams for a future where strategic thinking, judgement and creativity will set talent apart from the rest.