Mumbrella Finance Marketing Summit returns with global keynote speaker from Wise confirmed
London-based director of brand and creative for Wise, Claire Grinton, has been confirmed as the global keynote speaker for the Mumbrella Finance Marketing Summit when it returns on June 8 in Sydney.
Along with Wise’s Grinton, senior leaders from VMLY&R and B2B fintech powerhouse Grapple have also been confirmed.
Claire Grinton, director of brand and creative, Wise
Grinton will take delegates under the hood of Wise’s campaign ‘Made for the World’, the first large campaign the company has launched in Australia across all major channels including TV and BVOD.
She will explain how the campaign was brought to life, from ideation to execution, fully in-house. Grinton will also share the decision-making process behind the campaign and why Wise opted to do something of this scale in-house.
In addition, the VMLY&R leadership team of Alison Tilling, chief strategy officer AUNZ, Thomas Tearle, chief executive officer AUNZ and Paul Nagy, chief creative officer AUNZ, will deliver a session titled ‘Artificial empathy and real intelligence: Why banks need to challenge norms to prosper’.
With a lot of banks trying (with mixed success) to be ‘more human’, what happens when the industry challenges the norms? The session will look at artificial empathy instead of artificial intelligence, pushing machine learning to help us understand humans better and programming empathy into what we do.
It will also ask what AI means for real (human) intelligence in the finance world?
Ali Tilling, chief strategy officer, AUNZ, VMLY&R
The trio will share a range of global examples from beyond the category, new ways to challenge tech and cultural norms that will allow you to think about different approaches, and actions to bake tech and cultural norms into the everyday.
Meanwhile, Jarrod Baker, chief customer office at Grapple, will talk about how the company used learnings from Silicon Valley to establish itself in the Australian market.
Grapple is a business financier which allows SMEs to borrow against invoices. To date, it has provided more than $100million in funding to help SMEs grow.
As a B2B fintech, Grapple’s success rests on building a LendTech platform that provides flexible finance solutions that can evolve alongside a business’s need to increase their working capital and improve cashflow.
Jarrod Baker, chief customer office, Grapple
To do this, the brand has leveraged the experience of Baker who’s recently returned from Silicon Valley.
In this session, Baker will discuss Grapple’s marketing and product connection strategy, explaining how the brand has managed to grab a significant foothold amongst SMEs in Australia. He will also discuss how his experience in big tech and Silicon Valley has contributed to the way he and the team thinks about marketing the brand.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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