Bendigo Bank and Centre for Social Economics added to Mumbrella Finance Marketing Virtual Summit

Mumbrella’s Finance Marketing Virtual Summit, taking place online on September 23, has added senior leaders from Bendigo Bank and Centre for Social Economics to the speaker line-up.

Sarah Bateson, general manager of marketing at Bendigo and Adelaide Bank, will discuss one of the most challenging brand refreshes of her career.

Bateson will discuss the March 2020 brand refresh of Bendigo Bank

In ‘Banking on change: How Bendigo Bank managed a brand refresh amid COVID-19’, Bateson will not only reveal the processes that lead to the decision to overhaul the bank’s visual identity and messaging, but also the timeline of launching it, just as the COVID-19 crisis hit Australia.

She will also share insights on how to adapt and manage previously established plans in the face of a new and unprecedented environment.

In addition, Dr Ross Honeywill, executive director at the Centre for Social Economics, will shed light on finance’s two-stream economy as he explores the notion of ‘premiumisation’ in an industry increasingly geared towards commoditisation.

Dr Honeywill will examine the two-stream economy of premiumisation and commoditisation

The social scientist and premiumisation expert will examine which brands are in the fast lane and which aren’t keeping up, while sharing information on the 4.7m Australians who borrow and invest more, using five years of data to 2020.

Bateson and Dr. Honeywill join the list of previously announced Mumbrella Finance Marketing Virtual Summit speakers, including James Goodwin, chief marketing officer at Australian neo-lender WISR; Heather McGovern, MyState Bank general manager of digital and marketing; Melody Townsend, ME Bank’s general manager of brand and marketing; and Nick Cleaver, CEO, 303 MullenLowe.

Further sessions and speakers will be announced in the coming weeks.


Mumbrella Finance Marketing Virtual Summit Logo

The Mumbrella Finance Marketing Virtual Summit will take place online on September 23. Tickets are on sale now.


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