Bank marketers will be lambasted in a tongue-in-cheek session at this year’s Mumbrella360 conference.
In a session titled “’Dear bank marketers…’ A letter of complaint from John Citizen”, Matt Granfield, manager of marketing at Queensland-based Heritage Bank will claim that bank marketing is “woeful”.
Among the banking blunders Granfield says he will be covering include:
- ANZ switching from its ‘Barbara’ commercials to Simon Baker talking like an American:
- CBA appointing an American ad agency
- NAB promising to be ‘different’ and then being exactly the same
- How social media has turned from a promising customer feedback channel into a gigantic whingefest
Granfield – who proposed the presentation as part of Mumbrella’s callout for curated sessions – will also attempt to set out what could be done better and lessons all marketers can learn from the banks’ successes and failures.
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Prior to his marketing career Granfield was a journalist including a stint as editor of Marketing Magazine.
According to his proposal “Unlike most bank marketers, Matt is actually incredibly interesting to listen to.”
Granfield is also the author of HipsterMattic: One Man’s Quest to Become the Ultimate Hipster.
Mumbrella360 takes place on June 6 and 7 at the Hilton Hotel in Sydney.
Over the coming days Mumbrella will be revealing details of individual sessions at Mumbrella360. Details of those announced so far – plus a $600 discount for those who book before the end of April – are available on the Mumbrella360 website.