Two in Twenty

Tom Hughes, Chief Marketing and Communications Officer at Gemcorp, shares insights on how asset management firms, especially smaller ones, can leverage branding and marketing to stand out in a competitive landscape.  In this episode, he and Twink Field discuss the evolution of marketing roles, the importance of storytelling, and strategic long-term planning.

Simon Hildrey, Chief Marketing Officer at Lion Trust, shares over two decades of expertise, from his unconventional journey through war studies and journalism to building a powerful brand in asset management, and reveals how marketing today can be a game-changer for your business.

Laura shares her journey from strategy to marketing at M&G, emphasising the importance of authenticity, creativity, and boldness in financial services marketing. Discover how a willingness to experiment has driven brand visibility and impact.

What does it take to balance consistency with flexibility in a global brand? In this episode, Neuberger's Henry Detering draws on 20+ years in asset management marketing to share his perspective on international nuance, brand refresh strategies, and how marketing is evolving to play a bigger role in client engagement and digital transformation.

Financial services still has a bit of an intimidating reputation that is stopping a lot of great and talented people from applying for roles. In our latest episode, Alex Laurie, Head of Marketing and Communications at Ruffer, talks to Twink about her initial reluctance to join asset management and how role models and mentors can play a big part in attracting talent. Alex also shares how she helped...

Twink is joined by Arlene Ingram of JP Morgan Asset Management, who discusses her career journey, the complexities of strategic marketing in a global context, and the balance between brand and performance marketing.  Arlene emphasises the importance of data and AI in modern marketing, defining success in financial services, and the necessity of continuous learning and career development.

Our host Twink Field interviews Malcolm Fried, CMO of Ninety One, about how a focus on fundamentals and positioning were instrumental in helping the firm navigate a challenging few years for the asset management industry. They also explore targeted marketing strategies, the balance between data and creativity, and building a strong brand identity. As always, Malcolm shares his advice for those wit...

In this episode of Two in Twenty, Ian discusses his extensive career at Baillie Gifford, highlighting the company's growth and the evolution of its marketing strategies.  Ian talks about the importance of communication, especially during challenging times, and shares insights on facing activist investors like Saba. Ian also explores the future of marketing in financial services, particularly...

Twink is joined by Ross Duncton of Columbia Threadneedle, who shares his career journey, and tells us the importance of understanding product and market dynamics. He also discusses his role in building sustainable brands, and the challenges of aligning multiple stakeholders in investment trusts.  Ross highlights innovative marketing strategies, particularly the use of digital and social media to e...

In this conversation, Paul Zettl shares his extensive career journey in financial services marketing, discussing key experiences at various firms. He emphasizes the importance of building effective agency relationships, optimizing marketing structures, and creating value-added programs. 

In this episode, our guest Kelly Mikhailoff emphasises the importance of building a strong team culture as the foundation for success. She discusses the significance of recognising and celebrating diversity within the team, which fosters an environment where individuals feel valued and empowered. 

In this episode of Two in Twenty, Lucy Davidson shares her career journey from technology to marketing, discussing the challenges of transitioning into a managerial role, the importance of driving global campaigns, and aligning marketing efforts with business objectives.  Lucy emphasises the significance of adaptability in global marketing, the role of AI in enhancing productivity, and the need fo...

Join Twink Field, Senior Partner at Alpha Agency, as she hosts Alanna Nensel in the latest episode of our 2 in 20 podcast. They discuss Alanna's history in the industry, experience with a Global Rebrand, and advice for aspiring marketing experts.

Join Kirsten Hastings, Head of Content at White Marble Consulting (an Alpha Group company) as she hosts Nick Pilkington in the latest episode of our 2 in 20 podcast. They discuss the five factors of success that can elevate your pitch so that it genuinely resonates with your target audience.

In this episode we are joined by senior executive coach and educator Marie-Laure Humbert and Elisa Magistrali, Marketing Consultant at White Marble.  Join us as we discuss culture, why diversity is about much more than purely physical attributes, and how companies may be doing themselves and their clients a disservice by pursuing a narrow recruitment path. 

 Featuring in this episode, Kirsten Hastings, White Marble's Head of Content, is joined by by Rick Alexander, CEO of The Shareholder Commons and Rebecca Vodel, Marketing Consultant at White Marble. In this episode, they discuss what is meant by market-wide systematic risks, identifying and addressing these risks and what it takes to be considered an official systems steward. 

Kirsten Hastings, White Marble's Head of Content and Twink Field, CEO and founder of White Marble are joined by Mark Doyle, formerly EVP Strategic Marketing & Product at Natixis. In this episode they dive into the world of marketing and the multi-affiliate model, talking through the challenges and opportunities – not only from a brand perspective, but also a budget one – and whether it is...

In this episode, Kirsten Hastings, Head of Content at White Marble Consulting and Lisa Mattes Senior Marketing Executive are joined by Lucy Ronan, Impact and Sustainability Manager at Octopus Group. White Marble achieved B Corp certification in 2023 and with Octopus Group gearing up for recertification, in this podcast they delve into the reasons companies want to achieve B Corp certification, wha...

In this episode Kirsten Hastings is joined by Cordelia Hughes Regional Vice President, Financial & Legal at RWS Group , and Lauren Glossop , Marketing Consultant at White Marble. In this podcast they delve into the challenges facing the financial services industry when it comes to delivering regulatory compliant content in multiple languages, the growing threat of AI and ensuring accessibility...

In this first episode of Two in Twenty Kirsten Hastings, Head of Content at White Marble Consulting, is joined by Michelle Calcutt, Director of Client Experience at Aviva Investors, and Twink Field, CEO and Founder of White Marble. Over the course of the 20 minutes, they delve into a range of topics, including what makes or breaks the customer experience, where CX should sit within an organisation...

In this episode Kirsten Hastings, Head of Content at White Marble, is joined by David Lewis, Programme Director at the London Business School and co-creator of the QI Index, and Esther Armstrong, Associate Director at White Marble.   During the episode they delve into the topic of culture; specifically, how companies can measure and monitor it, why employee engagement surveys are not necessarily t...