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 < 1 min

Two in Twenty with Insight Investment’s David Chellew

David Chellew talks to Twink about how marketing at institutional asset managers has evolved, and how to align marketing strategies with business goals for improved client engagement.

06 May < 1 min

Institutional vs. wealth content: Where is the line blurring?

As the distinction between institutional and wealth content fades in places, asset managers face new challenges and opportunities.

16 April 2 mins

ETF marketing – simple in theory but hard in practice

ETF marketing may seem straightforward in theory, but delivering a compelling and consistent message across diverse investor audiences is far from simple.

08 April 3 mins

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 < 1 min

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 2 mins

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 < 1 min

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 4 mins

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 2 mins

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 < 1 min