ETF marketing – simple in theory but hard in practice
Active managers are casting their nets wide to capture institutional investors prioritising tactical asset allocation as well as the emerging digitally native end investor audience. But many marketing team are struggling to answer one key question: what is the true value proposition of your ETF platform?
08 April 3mins
Two in Twenty with Ruffer’s Alex Laurie
Alex Laurie, Head of Marketing and Communications at Ruffer, talks to Twink about joining an investment company that famously 'didn't do marketing' and why the industry's intimidating reputation is stopping talented people from applying for roles.
02 April < 1min
Marketing in the Age of AI: using AEO to shape the narrative
As AI becomes the first place customers go to look up your firm, marketers must rethink visibility. Answer Engine Optimization (AEO) is about understanding what information AI draws on about your firm, and ensuring those answers are accurate, consistent, and credible.
18 March 2mins
Two in Twenty with JP Morgan’s Arlene Ingram
Arlene Ingram of JP Morgan Asset Management discusses the complexities of strategic marketing in a global context and the balance between brand and performance marketing. She emphasises the importance of data and AI in modern marketing, defining success in financial services, and the necessity of continuous learning and career development.
18 March < 1min
Launching a podcast – a quick guide
Podcasts offer marketing teams something different, another dimension in how they engage with an audience. They remove the visual distraction of video and do not require as much active concentration as written content. But they are not easy, and asset and wealth managers have struggled to make them work in a way that is consistent. In this article, we share Alpha Agency's experience and top tips for getting your firm's podcast up and running.
11 March 4mins
Salesforce Marketing Cloud is finally live – now what?
This article is not for the architects or executives who approved the investment, but the marketing managers, campaign operators, and lifecycle marketers responsible for turning “go-live” into actual marketing work.
04 March 2mins
Two in Twenty with Ninety One’s Malcolm Fried
Malcolm Fried discusses how a focus on the fundamentals and Ninety One's positioning helped his team navigate a tough couple of years for the asset management industry. He also shares his view on why marketers need to think of themselves as businesspeople first.
03 March < 1min
Rebrand or refresh: which do you need?
There are times when a full rebrand is appropriate and, even, required. An updated identity can reinvigorate an asset or wealth manager, sharpen its focus and help clients engage in a more meaningful way. But there are also times when a brand can benefit from an infusion of energy without the need to make fundamental changes.
18 February 2mins
Two in Twenty with Baillie Gifford’s Ian Bruce
Ian Bruce discusses his extensive career at Baillie Gifford and lifts the lid on how the marketing team played an integral role in fending off activist investor Saba.
17 February < 1min
CMOs reveal their top priorities
Understanding the competitive landscape is a hugely important part of a CMO's role. Information sparks inspiration, which can quickly become innovation.
12 February 3mins
Beacon 2026: What’s in store?
Our roadmap is focused on strengthening and expanding our metrics, providing deeper insights within the platform, and enhancing the overall product experience through improved UX and UI.
