Westpac Group, DDB and Versa among launch line-up at Mumbrella Finance Marketing Summit

Key leaders from Westpac Group, DDB, Versa and XXVI are set to appear at Mumbrella’s 2021 Finance Marketing Summit.

Returning to a live event on 7 October at the Four Seasons Hotel in Sydney, the summit will see key issues such as trust and connection explored following a turbulent 2020 and amid an increasingly complex financial climate.

Jenny Melhuish, Westpac Group’s head of brand, advertising and media, joins DDB chief strategy officer Fran Clayton to present a case study on Westpac’s overhauled customer experience and the ways the brand connects with consumers on an emotional level.

Jenny Melhuish

Reevaluating its services from every angle, from the language of its bank tellers to the style of its external communications, the four-year journey will be presented to delegates as the pair explore the evolution and importance of emotion in today’s market.

Meanwhile, Versa founder and CEO Kath Blackham will discuss using technology to build empathy at scale across the banking sector. Factoring in the many faces and lifestyles of banking customers, from those who prefer face to face interaction to connecting with younger generations, empathy remains the core of a consistent and personable banking experience, but is often overlooked or overshadowed as growth or cost becomes evident. Blackham will examine the possibilities of using AI and voice recognition to provide this connection at a scalable level.

Hamish Cargill

Also joining the launch line-up are XXVI director Hamish Cargill and AlphaLab director Dan Bradley, for an igniting conversation on terms and conditions. With pages of dense legalese leading to poor outcomes and disappointment for customers, the pair will explore ideas towards a better way forward, using insights gained during a credit card project for a major Australian bank.

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

The Mumbrella Finance Marketing Summit will take place in Sydney on 7 October. Tickets are on sale now.


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