Schedule Viewer 2022

This session will dig deep into how two of the country’s leading banking, financial services and insurance (BFSI) brands have created award-winning, results-driven content programs. Session contents will include inside accounts of how Truist and Brighthouse Financial advance their missions through thought leadership and storytelling.

Forum Speakers:

1. Nicole Martin | Managing Director (Pace)
2. Leanne O'Rear | Senior Director, Strategy (Pace)
3. Sarah Creed | Director of Content Marketing (Truist)
4. Maggie Lukas | Brand Marketing Director (Brighthouse Financial)
5. Amethyst Vargas | Leader, Brand Marketing (Brighthouse Financial)

Session Intro: 10:30 - 11:00 a.m.
Session Title: 2022-23 Financial Trends for Marketers
Presenter: Nicole Martin, Managing Director, Pace
Overview: Global economic macrotrends are top of mind for all consumer segments. While there’s no single magic bullet to calm today’s economic forces, accurate information—e.g. content—plays a constant role in navigating economic insecurity, transforming customer marketing and guiding individuals to fiscal stability.


Session 1: 11:00 a.m. – 11:50 a.m.
Session Title: Telling Your Authentic Brand Story with Purpose-Driven Content
Presenter: Sarah Creed, Content Marketing Group, Senior Manager, Truist
Overview: Purpose creates clarity. And just as it guides business decisions, it's also a guiding light in how you approach content marketing. Authentic stories and intentional thought leadership can bring thematic and creative consistency to your marketing, and build incredible credibility with customers. In this session, you'll see how purposeful content helped a different kind of bank take shape.


Session 2: 12:00 p.m. – 12:55 p.m.
Session Title: Using Audience Intelligence to Build a Brand and Attract Attention
Overview: When Brighthouse Financial was spun out of MetLife in 2017, it faced the challenge of creating a unique identity for itself within a crowded space. In this discussion, Amethyst Vargas, Leader, Brand Marketing, and Maggie Lukas, Brand Marketing Director, of Brighthouse Financial, discuss the importance of audience identification and research in developing outreach and education programs that create brand awareness and brand sentiment – and where they still can make gains in the future.

Takeaway

You’ll walk away with:

1. Actionable takeaways on how to set up enterprise-wide brand storytelling and pair it with thought leadership, mixing inspiration with helpful content;
2. Tangible examples of how content can launch a BFSI brand or tell the story of a brand merger;
3. Insights into purpose-driven storytelling and carving out a meaningful whitespace;
4. BFSI-specific practices on how to bring stories and thought leadership to life through documentary video, podcast, longform editorial, social-first and other asset types.