Mumbrella’s Finance Marketing Summit returns with Latitude Financial, CGU, Greater Bank, Zuper and Yell Creative

The brands responsible for enticing Hollywood A-listers Alec Baldwin and Jerry Seinfeld to be the face of their advertising campaigns will feature at the Mumbrella Finance Marketing Summit in July.

Latitude Financial’s CMO, Caroline Ruddick, and Greater Bank (formerly Greater Building Society) head of marketing and customer experience, Matthew Hingston, will each present a session outlining their campaigns and how they aligned with commercial objectives.

Hingston and Ruddick will both talk about the effect of celebrities on their brands

Baldwin was announced as the face of Latitude Financial’s marketing campaign at the end of 2016 as the brand repositioned from being known as GE Money. He fronted TVCs, outdoor, print and digital campaigns consistently as the brand looked to grow in Australia. Ruddick will explain how the campaign came about and how it has been accepted by the Australian consumer, plus the strategies the company has used to grow its customer base.

Hingston will approach the celebrity endorsement from a different perspective. It’s been almost 10 years since Seinfeld shocked the local industry by fronting campaigns for what was then known as Greater Building Society. The marketing lead for the business will explain the effects it had on the brand, what it did for brand perception and whether or not he would repeat history.

The Mumbrella Finance Marketing Summit takes place on July 25 in Sydney. Tickets are on sale now at earlybird discount.

Kate Wellard_Mumbrella Finance Marketing Summit

CGU’s Wellard will discuss a report on multicultural marketing that helped the brand create its new campaign

Joining Ruddick and Hingston at the summit is Kate Wellard, marketing director at CGU. The brand recently launched a new campaign focusing on multicultural Australia and its contribution to the economy. Wellard will take to the stage to discuss the Migrant Small Business report statistics which led to the campaign, and the how it tracked for the brand.

Also discussing multicultural Australia is Digital Crew director and co-founder, Ophenia Liang. She will focus on the Chinese consumer and how they approach finance.

From cardless cash out via social media, personalised content marketing, mobile-led cross product promotions and WeChat mini-programs all the way to managing personal finance, loan applications and family bundle bank accounts, Liang will explain the best ways to communicate with Chinese consumers as well as whether the financial services industry is missing a trick.

Zuper Financial’s Holloway will join a panel exploring the liberation of superannuation

Meanwhile, former advertising industry leader and co-founder of Zuper Financial, Jon Holloway, is the first speaker confirmed on a panel discussing the super of the future.

While that catch phrase was coined by Bernie Fraser before the industry began to be disrupted, there are a number of startups now looking to open up superannuation and give consumers more options. The panel will discuss what they are offering, how they are marketing it and whether such a traditional part of the financial services industry can truly be disrupted. Do consumers even care?

Yell Creative’s Clark and Roberts return to set the scene for financial services marketers

And returning to the summit is Yell Creative’s Elizabeth Clark and Nigel Roberts who will reveal the results of this year’s survey of financial services marketers.

The Mumbrella Finance Marketing Summit will take place on July 25 in Sydney at the Amora Jamison Hotel. Tickets are on sale now at earlybird discount.


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