Color is one of the most consequential brand decisions a financial services firm makes, not because it replaces substance, but because it determines whether your substance gets a fair hearing in the first place.
02 July 4mins
Two in Twenty with Neuberger’s Henry Detering
Henry Detering shares insights from his 20-year career in asset management marketing, including what he learned from his international experience, brand refresh strategies, and the evolving role of marketing in client engagement and digital transformation.
01 July < 1min
From assumption to advantage: the power of client testing
What used to be a nice to have is now essential. Testing your messaging with real clients before launch ensures it resonates, reduces risk, and gives you a competitive edge in a crowded market.
17 June 2mins
Two in Twenty with HSBC Asset Management’s Joanna Kalenska
In this episode, Joanna Kalenska, CMXO at HSBC Global Asset Management, talks about her journey from agency-side roles into in-house marketing, and how that experience has shaped the way she thinks about briefs, client experience and strategic growth.
17 June < 1min
Culture amplifies or quietly erodes your brand
Most organisations measure brand strength externally through performance, trust and engagement. But the earliest signals of brand health appear internally. The difference between brands that gain traction and those that fade isn’t the campaign. It is the culture that surrounds it. Internal clarity drives consistent behaviour, which ultimately shapes how your brand is experienced in the market.
09 June 2mins
CMOx New York: Why context matters more than ever
Reflections from Alpha Agency's CMOx Spring Conference in New York, where marketing leaders explored the intersection of AI,…
04 June 3mins
A rebrand without rhythm is just an expensive vanity moment in time
Rebrands often launch with energy and investment, but without ongoing engagement they quickly lose momentum. Discover why treating your brand as a one-off event leads to failure, and how embedding it as a living operating system can drive lasting impact.
20 May 2mins
Most brand problems are not about marketing – they’re about behaviour
Most asset and wealth managers don’t have a positioning problem — they have a translation problem. The strategy exists, but it isn’t consistently expressed in the moments clients actually experience.
13 May 2mins
Two in Twenty with Insight Investment’s David Chellew – Part 2
In the second part of his conversation with Twink, David Chellew talks about the number of contacts needed to create awareness and how campaigns need to prove their value to release more budget.
13 May < 1min
Alpha Agency adds two Partners to North America team
Alpha Agency is excited to welcome Mike McLaughlin and Anu Heda, the team behind Naissance Partners, to our North America team. Their addition enhances our ability to deliver pragmatic, end‑to‑end marketing strategy and execution, strengthening our ongoing commitment to delivering more value for our clients
11 May < 1min
Asset managers must not sleep on Reddit
Marketers have always had the challenge of figuring how to stand out against their peers. Now they are facing an entirely new predicament... how to compete against a community forum?
