Two in Twenty

Content remains king in 2024

Size does truly not matter when it comes to stewardship

 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. 

Size does truly not matter when it comes to systems stewardship

 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. 

Marketing and the multi-affiliate model

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 possible to have a unified multi-affiliate culture.  

To B or not to B Corp

Kirsten Hastings, White Marble's Head of Content and Lisa Mattes Senior Marketing Executive at White Marble are joined by Lucy Ronan, Impact and Sustainability Manager at Octopus Group. With White Marble only recently achieving its B Corp certification and Octopus Group gearing up for recertification, in this podcast they delve into the reasons companies want to achieve B Corp certification, what the process is like and how it has shaped the companies.

When global messaging and local language converge

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.

Shaping culture and building behaviours

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 the best way to do it, and how to engage and bring along  culture naysayers.   

Sustainability is not enough

In this episode Kirsten Hastings, Head of Content at White Marble, is joined by Pratibha Vuppuluri, Managing Partner at Unreasonable Collective, and Benjie Elston, President – North America, Head of Sustainability, at White Marble.  During this episode  they delve into a range of topics, including why setting up a corporate sustainability agenda is just a first step – albeit a crucial one, how good partnerships can play an important role, and why mentoring should be part of the equation.  

Build up CX by breaking down silos

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, and what areas companies should prioritise. 

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White Marble and tml Partners: All roads lead to culture- takeaway points from ESG roundtable

White Marble and tml Partners brought together senior marketers in investment management to discuss the importance of nurturing and demonstrating culture, as a key dimension of building authentic sustainability credentials and addressing some of the key challenges facing the investment management industry today.   We were interested in the characteristics that made true leaders in sustainability stand out from the crowd. As features such as TCFD reporting, UK Stewardship Code adherence and ...

AIM High: Adding influencer marketing to your campaign toolkit

When the term influencer marketing is mentioned we immediately associate it with a B2C strategy and of people promoting products on Instagram and TikTok. Although influencer marketing has been around for over 15 years it is only recently that B2B industries, like financial services, have started to adopt it.  In today’s episode Twink is joined by Tim Williams, CEO of Onalytica and Theodora Lau, Founder of Unconventional Ventures, to discuss how marketers within asset management can add infl...

AIM High: Talking about marketing influence and role modelling

With Investment Week’s - Women in Investment Awards round the corner, we took the opportunity to talk to one of the front runners and truly delve into what it means to be a ‘marketing influencer’ and a ‘marketing role model’.  In today’s episode Twink is joined in the virtual studio by nominee Alex Leay, Group Head Wholesale Marketing & Head of UK Marketing at HSBC Asset Management. Themes covered in this podcast: ·       The key marketing areas Alex focuses on ·       Adjusting to a lead...

AIM High: Tackling the assumptions and opportunities for ETFs

ETFs have been one of the most successful financial innovations in the past few decades and are heading for yet another record year. But what makes ETFs so successful and attractive to investors? Ready to provide the answers are Nic Basson, marketing strategist in ETFs, and Alex Olivares, head of EMEA campaign marketing at Invesco, who join Twink in the virtual studio to discuss the history and opportunities for ETFs. Themes covered in this episode:  ·         The history and landscape of...

AIM High: The legacy and leadership of the UK pensions industry

Unsure how the UK pensions industry actually works? Not to worry, we have it covered in today’s AIM High episode: The legacy and leadership of the UK pensions industry. Accompanying Twink to discuss this subject is Charlotte Moore, a freelance Communications Consultant and Jo Sharples, Partner and CIO at Aon. Themes covered in this podcast: ·  The UK pensions industry landscape and how defined benefit (DB) pensions schemes have evolved ·  The challenges pension schemes face in relation to...

AIM High: The legacy and leadership of the UK pensions industry

Unsure how the UK pensions industry actually works? Not to worry, we have it covered in today’s AIM High episode: The legacy and leadership of the UK pensions industry. Accompanying Twink to discuss this subject is Charlotte Moore, a freelance Communications Consultant and Jo Sharples, Partner and CIO at Aon. Themes covered in this podcast: ·  The UK pensions industry landscape and how defined benefit (DB) pensions schemes have evolved ·  The challenges pension schemes face in relation to...

AIM High: Building sustainability credentials in your brand

Welcome back to another episode of AIM High. In today’s podcast we take a slightly different approach as Twink is joined in the studio by Benjie Elston, Director and Head of Sustainability at White Marble, who shares the findings from our latest in-depth investor research.  Accompanying Benjie and Twink is Ross Duncton, Head of Marketing & Direct at BMO Global Asset Management (EMEA), who shares his reflections on how he managed to achieve such great success in this space.   What’s covered...

AIM High: Building sustainability credentials in your brand

Welcome back to another episode of AIM High. In today’s podcast we take a slightly different approach as Twink is joined in the studio by Benjie Elston, Director and Head of Sustainability at White Marble, who shares the findings from our latest in-depth investor research.  Accompanying Benjie and Twink is Ross Duncton, Head of Marketing & Direct at BMO Global Asset Management (EMEA), who shares his reflections on how he managed to achieve such great success in this space.   What’s covered...

AIM High: Creating content for social engagement

Digital technology implementation continues to evolve and the way we interact with social media is transforming too. With all this evolution, it is clear firms not investing time and resources into their social media creation and distribution strategy risk being left behind.  Best practices for creating content and social engagement is therefore the topic of today’s episode where Twink is joined by Vince Gorgan, Director of Marketing at Lord Abbett and George Owen, Founder & Director of Itc...

AIM High: Creating content for social engagement

Digital technology implementation continues to evolve and the way we interact with social media is transforming too. With all this evolution, it is clear firms not investing time and resources into their social media creation and distribution strategy risk being left behind.  Best practices for creating content and social engagement is therefore the topic of today’s episode where Twink is joined by Vince Gorgan, Director of Marketing at Lord Abbett and George Owen, Founder & Director of Itc...

AIM High: Assessment of Value year two: The good, the bad and the ugly

The FCA Assessment of Value reports came into effect in September 2019 due to a lack of transparency in the financial industry. The reports were introduced to prompt asset managers to assess the value of each fund and take corrective action if it does not offer good value. However, the ambiguity and lack of understanding of what is involved in these reports has brought with it concerns from across the industry as asset managers question what value these reports will provide to the end consum...

AIM High: Techniques to deliver cut-through presentations

Giving presentations is a required skill in modern society and while it can seem easy enough on the surface, delivering cut through presentations that truly engage audiences is a very much sought-after skill.   In today’s episode Twink explores how to make presentations impactful and deliver cut through for your audience as she is joined by the experienced Dylan Emery, Editorial Director at Last Word Media.   Themes covered in this podcast:   What do the best presentations have in common?...

AIM High: Techniques to deliver cut-through presentations

Giving presentations is a required skill in modern society and while it can seem easy enough on the surface, delivering cut through presentations that truly engage audiences is a very much sought-after skill.   In today’s episode Twink explores how to make presentations impactful and deliver cut through for your audience as she is joined by the experienced Dylan Emery, Editorial Director at Last Word Media.   Themes covered in this podcast:   What do the best presentations have in common?...

AIM High: The importance of a learning mindset

  A learning mindset is crucial for a digital focused world. In the past 18 months all industries have undergone a digital evolution with work processes and culture being transformed. In this moment, having the drive and ambition to be consistently learning can be a business’ differentiator, while those that are unable to learn and adapt are the ones who are left in the dark.   In today’s episode Twink delves into the importance of a learning mindset with Farley Thomas, Founder & CEO of Ma...

AIM High: Marketing in the Middle East

The Middle East is considered by many as an opaque market, it can be difficult to know who the end investors are and the industry is extremely relationship driven, making patience a key contributing factor to the success of asset managers in this region.   In today’s episode Twink looks to unravel the fundamentals of the investment industry in the Middle East as she is joined by two industry experts; Nigel Sillitoe, CEO of Insight Discovery; and Emmanuel Laurina, Head of Middle East & Afric...

AIM High: Content to build audiences

Growing an audience, as we’ve all experienced, is a difficult task. In our increasingly digital world it can feel hard to compete with all the other companies now pushing seemingly endless quantities of content out online. If the pandemic has reaffirmed anything over the last 12 months it is that quality matters more than quantity. The businesses that thrived in the pandemic are the ones that got the content right and at the right time.   In today’s episode Twink explores content to build a...

Content to build audiences

Growing an audience, as we’ve all experienced, is a difficult task. In our increasingly digital world it can feel hard to compete with all the other companies now pushing seemingly endless quantities of content out online. If the pandemic has reaffirmed anything over the last 12 months it is that quality matters more than quantity. The businesses that thrived in the pandemic are the ones that got the content right and at the right time.   In today’s episode Twink explores content to build a...

AIM High: Women in Leadership Roles

Ahead of International Women’s day on Monday 8 March, we thought it would be a great opportunity to share with you this enlightening podcast on women in leadership roles.  In this episode, Twink is joined in the virtual studio by Jayne Fieldhouse, Non-Executive Director at BlueBay Asset Management and Karen Brade, Director at HeiQ.  Themes covered include: 1.       A reflection on careers from past to present.  2.       Remaining motivated and thriving between dual roles.   3.       The...

AIM High: Tactical trends in 2020 & strategic plans for 2021

2020 is the year that will stay in our minds forever. The year that impacted us all in completely different ways and that transformed all areas of industry, including marketing. Although predicting the future is difficult, 2021 holds more promise thanks to the roll out of vaccines, but for those of us in this industry one question still remains: what will the marketing landscape look like in 2021? In our first episode of the new year, Twink is joined by Vincent Hooplot, Chief Strategist and...

AIM High: The art of storytelling

In a world where clients are faced with an array of content and choice, the businesses that survive in 2021 will be the ones that find new ways to engage and connect with audiences. In this week’s episode Twink is joined by Lori Stahl, Strategic Brand Storyteller and Heidi Bryant, Author and Marketing Director at CRU to discuss the art of storytelling in marketing. An often overlooked idea in traditionally ‘professional’ industries, the untapped potential of storytelling can open up new are...

AIM High: Engaging clients & motivating teams

The COVID-19 pandemic has affected companies all across the globe and created a peculiar workforce environment where employees can no longer have in person conversations with their colleagues or clients. This has forced business leaders to develop new workplace operations to stay close to clients and continue to motivate employees.   In today’s episode Twink is joined in the virtual studio by Marie-Laure Humbert, Senior strategist and executive director with the Business Strategy team of St...

AIM High: Building an ESG Business & Brand (Part 2)

Welcome to part two of our podcast series: Building an ESG Business & Brand.  In part two, Twink is re-joined by Benjie Elston, Product Director at White Marble Marketing and Carlo Fassinotti, Head of Advisory Marketing at Nordea Asset Management to take a deeper dive into the fundamentals of ESG. Themes covered in part two: -          Dealing with trust issues and greenwashing -          Balancing commerciality and resourcing ESG -          Improving a brands authenticity with ESG -  ...

AIM High: Building an ESG Business & Brand (Part 1)

Although ESG investing isn’t new, the COVID-19 pandemic has highlighted the importance of maintaining investment exposure to companies that pursue sustainable goals. Now more than ever, ESG is something investors can no longer afford to ignore.  In light of the ever-growing prominence of ESG, we have produced a two episode series on building an ESG business and brand that saw Twink joined by Carlo Fassinotti, Head of Advisory Marketing at Nordea Asset Management and Benjie Elston, Product D...

AIM High: Unpicking sales enablement, ABM & ROI

In essence, sales and marketing are both working towards the same goal, however, how they have traditionally done this has differed greatly. Marketers have focused on analysis and process, whereas sellers have focused on relationships and results. Fast forward to recent years to find sales and marketing teams are now starting to work together with greater cohesion. Understanding the benefits that each side brings is leading to better qualified leads, stronger relationships, and overall incre...

AIM High: Unpicking sales enablement, ABM & ROI

In essence, sales and marketing are both working towards the same goal, however, how they have traditionally done this has differed greatly. Marketers have focused on analysis and process, whereas sellers have focused on relationships and results. Fast forward to recent years to find sales and marketing teams are now starting to work together with greater cohesion. Understanding the benefits that each side brings is leading to better qualified leads, stronger relationships, and overall incre...

AIM High: Marketing in Asia

Although the Asian asset management industry accounts for a mere 5 per cent of global investment fund assets, compared to Europe at 33 per cent, in recent years the Asian asset management industry has gained rapid momentum, outpacing growth anywhere else in the world.  The Asian asset management industry is very unique. There is no common regulatory framework, culture and language significantly differ from country to country, and the landscape to reach your audience is complicated by the wi...

The essentials of the US market

The US asset management industry is the largest in the world with assets under management totalling over $50 trillion, double the size of Europe’s assets of between $26 - $30 trillion. With products so similar but audiences so different, each market requires a different approach and strategy. In this week’s episode Twink is joined by Cynthia Holahan, Marketing Director of North America at Ninety One, and Gabriel Altbach, Head of North America at White Marble Marketing, to discuss the essent...

AIM High: Segmentation as part of your marketing strategy

Understanding your target market is crucial for marketing success, yet, so many companies fail to take their clients’ needs into consideration when they plan marketing activities, and focus on their product. An effective segmentation process should always start with the customer, identifying their needs and building a product or service that satisfies these.  As segmentation becomes an increasingly important role in a marketer’s strategy, today’s podcast episode focuses on the challenges an...

AIM High: Thought leadership in today's marketing mix

Thought leadership is an essential part of any content strategy, providing key insights and the ability to motivate and inspire team members. However, there’s an argument that thought leadership’s identity has changed over time, along with business’ growing ability to promoting content through digital formats.  So, what role does thought leadership play in today’s marketing mix? In this episode, Twink discusses thought leadership with Paul Zettl, Senior Vice President and Head of Global Ma...

AIM High: Rethinking the role and delivery of events

The eventing industry – worth over $1tn globally – is at the sharp end of the disruption caused by the coronavirus. Corporate events, conferences and trade exhibitions have been cancelled due to the impact of social distancing and working from home. Once this crisis has been overcome, will the delivery of events ‘return back to normal’ or remain in a digital proposition? In this week’s episode, Twink talks to Jon Rosies, Event Marketing Consultant at Virtual & Hybrid, and Amy Calvert, Direc...

AIM High: Rethinking the role and delivery of events

The eventing industry – worth over $1tn globally – is at the sharp end of the disruption caused by the coronavirus. Corporate events, conferences and trade exhibitions have been cancelled due to the impact of social distancing and working from home. Once this crisis has been overcome, will the delivery of events ‘return back to normal’ or remain in a digital proposition? In this week’s episode, Twink talks to Jon Rosies, Event Marketing Consultant at Virtual & Hybrid, and Amy Calvert, Direc...

AIM High: Stakeholder management, impact & influence

COVID-19 has pushed marketing to the forefront in many businesses as the full client experience is now being delivered digitally. Sales and marketing teams are working together more closely than before and investment officers now seek out their marketing departments’ help to develop online client engagement strategies. Does this present an opportunity for marketers to build relationships and strengthen engagement with key stakeholders across the business. In this week’s episode, Twink talks...

AIM High: Stakeholder management, impact & influence

COVID-19 has pushed marketing to the forefront in many businesses as the full client experience is now being delivered digitally. Sales and marketing teams are working together more closely than before and investment officers now seek out their marketing departments’ help to develop online client engagement strategies. Does this present an opportunity for marketers to build relationships and strengthen engagement with key stakeholders across the business. In this week’s episode, Twink talks...

AIM High: Shrinking or growing your marketing teams? Tips for handling both conversations

In our remote working world, marketing teams are finding themselves incredibly busy - some are thinking about recruiting, while many other companies are struggling. There seems to be a real polarisation to how marketing teams are faring through this period. In today’s podcast we address this issue, as Twink talks to Charlie Walters, Director of CW Learning Ltd and Ruth Johnson, Director at INK HR. They discuss how to handle team growth and reduction.  Themes covered in this podcast:  -    ...

AIM High: Shrinking or growing your marketing teams? Tips for handling both conversations

In our remote working world, marketing teams are finding themselves incredibly busy - some are thinking about recruiting, while many other companies are struggling. There seems to be a real polarisation to how marketing teams are faring through this period. In today’s podcast we address this issue, as Twink talks to Charlie Walters, Director of CW Learning Ltd and Ruth Johnson, Director at INK HR. They discuss how to handle team growth and reduction.  Themes covered in this podcast:  -    ...

AIM High: Managing for Mental Health

Remote working has rapidly swept across the UK due to social distancing. Many of us may start to experience unanticipated mental health consequences from mandated remote work. As this leads to elevated levels of stress and anxiety, it is imperative that employers recognise the importance of workplace mental health. In this week’s episode Twink welcomes back Janice Benning, Founder and Director of NeuroVitality Ltd to discuss how we can manage for mental health – a topic that is very much in...

AIM High: The role real assets play in a portfolio

Since the financial crisis, global public investors have increased their allocation to real assets at a steady pace, research highlights. The volatility of markets at the moment, in addition to traditional fixed income becoming less attractive, have caused investors seeking protection. Real assets offer an appealing solution. This week, Twink discusses the role real assets play in a portfolio, as she’s joined by Alex Farlow, Head of Risk-based Solutions at Square Mile and Ruli Viljoen, Head ...

AIM High: Building a high performing leadership team

Building high-performing leadership teams is essential for business success, and this is arguably even more crucial in highly unusual operating environments. This week Twink talks about what makes a good leader and how teams can improve, as she’s joined by Andy Brown, Director at etc Advisory and Farley Thomas, Founder of True Dawn. Find out more about:   -          The growing importance of coaching and mentoring  -          What makes a good leader -          How the demands of leaders...

AIM High: The role real assets play in a portfolio

Since the financial crisis, global public investors have increased their allocation to real assets at a steady pace, research highlights. The volatility of markets at the moment, in addition to traditional fixed income becoming less attractive, have caused investors seeking protection. Real assets offer an appealing solution. This week, Twink discusses the role real assets play in a portfolio, as she’s joined by Alex Farlow, Head of Risk-based Solutions at Square Mile and Ruli Viljoen, Head ...