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A number of speakers have been added to the programme for the Mumbrella Asia Finance Marketing Summit, which will take place in Singapore at the Novotel (Clarke Quay) on Thursday, August 29.

They include United Overseas Bank executive director of group channels and digitalisation Nicholas Chee, Integral Ad Science South East Asia managing director Laura Quigley – a former Googler in London – and Spiking CEO Dr Clemen Chiang, who is a financial services expert and fintech investor.

They will all join the session titled ‘Banks Have More Personal Data Than Anybody, But Why Don’t They Use It?’

For Google and Facebook know everything you do online. Between them, they know the websites you visit, some of your media and buying habits, the brands you like and hate, the terms you search for, the people you email and the things you talk about.

Don’t be scared. Your bank actually knows you better than that even. It can get most of the above information that duopoly has from various sources online and through ad exchanges. But the bank also knows what you actually purchase, where you eat, what your favourite dish is, where you travel, where you stay and a whole lot more besides.

So your bank actually has a more complete profile of you than any online platform, or indeed in most cases than even you’d be able to recall or describe yourself. However, when was the last time you launched your banking app, or opened your credit card statement, and found any hint of personalisation coming through?

This session examines how financial institutions might bridge this gap to provide customers with a better tailored service through bespoke marketing activations that predict and meet consumer needs. If that happened, then banks would have a good story to tell about how they use data – rather than the negative discussion around data privacy.

You will also hear from Jansen Kore, head of digital marketing at one of India’s largest private banks – IDFC-Capital First – plus VMLY&R Asia chief strategy and transformation officer Hari Ramanathan and Immedia chief operating officer Richard Jones.

Moderating this session will be Janet Ong, the Singapore finance editor for Yahoo. Before Yahoo, she was with Bloomberg for over 15 years – and has previously worked in Shanghai, Beijing, Taiwan and Singapore covering stocks, company news, telecoms/technology, economic and government affairs.

Joining the session titled’ Marketing to Millennials: A New Paradigm Is Emerging’ will be Susie Vazquez. She is the APAC marketing lead at SingSaver – a prominent financial comparison platform in Asia.

We are told that millennials have little interest in either brand loyalty or advertising itself, with many actually using ad-blockers online. If that is true, what steps can marketers take to ensure they are targeting the next generation of consumers.

Visa vice-president of marketing for South East Asia Pan will deliver a keynote at the summit

This session will look at the emergence of new channels such as influencers, content marketing, programmatic and much more besides in an effort to help build a roadmap for the industry to follow.

Participating in the panel discussion alongside Vazquez will be Singapore Press Holdings chief sweet officer and content marketing guru Damien Bray, Content.co founder and head of commercial Yiwen Chan, InMobi APAC senior vice-president and managing director Jayesh Easwaramony and Luke Nathans – the CEO of creative agency Iris.

The moderator for this session will be Deepa Balji, who is executive director of marketing and communications of APAC, Middle East and Africa at Publicis Groupe. She is a former journalist with a strong interest in finance.

Elsewhere, a deep-dive question and answer session titled ‘When Customer Experience is Everything, How Do You Do It Well?’ will see Prudential Assurance Company Singapore head of customer experience and segments Harish Agarwal sit down with Mumbrella’s Asia general manager Dean Carroll.

Standard Chartered Bank global head of personal segment marketing and digital marketing Kassim will also deliver a keynote at the summit

The pair will talk through what best-practice looks like for marketers working in the insurance space. They will also discuss what not to do and map out a roadmap for effective customer experience, particularly in the digital realm that so dominates the finance segment. Audience members will also be invited to submit questions during this session, in order to encourage a truly immersive delegate experience.

Agarwal has been with Prudential since 2009. He has also worked agency-side previously, for Origami – a boutique shop based in Bangalore, India. He also has an MBA from INSEAD Business School and speaks three languages: English, Hindi and Indonesian. In addition, Agarwal has worked internationally in India, Indonesia, Singapore and Hong Kong.

Prudential Assurance Company Singapore head of customer experience and segments Agarwal will participate in a deep-dive Q&A

This session will be moderated by the Mumbrella Asia publisher Carroll. He is an experienced British journalist, who has worked in a number of international markets including Singapore, Australia, Dubai, Switzerland and the United Kingdom. As well as his media work, he is also a published academic.

Another addition to the programme is Broctagon FinTech Group head of public relations and business development Herbert Sim – also the founder of the Crypto Chain University and previously the chief marketing officer at Cryptology.com. He will join the panel session ‘Why is the Banking Industry Immune from Disruption and Does This Help or Hinder Marketers?’

The banking industry seems immune to disruption

Back in 2014, famous Silicon Valley venture capitalist Marc Andreessen said: “I am dying to fund a disruptive bank.” He was frustrated at the segment’s lack of agility.

Since then, not a great deal has changed and we are still waiting for the Uber of finance to emerge. This panel will explore the lack of innovation in this space and whether such rigidity and regulation helps of hinders finance marketers.

Joining the panel discussion will be Timothy Ho, the founder of personal finance website DollarsAndSense plus from the agency side there will be 72andSunny executive strategy director Ida Siow.

Also onboard is Vikas Jain, the senior marketing and customer experience director of peer-to-peer lending platform Funding Societies and then from the client side Aberdeen Standard Investments head of marketing for South East Asia Hazel Low. On top of that, Unruly APAC marketing and communications director Emily Yri will join the debate.

Aberdeen Standard Investments head of marketing for South East Asia Low joins the panel

Moderating this session will be Splice Media founder and CEO Alan Soon. He has previously worked for the likes of Bloomberg, CNBC, Yahoo and Channel News Asia.

Finally, Verizon Media will be hosting a sponsored session titled ‘Reaching ‘Adulting’ Millennials through Immersive Content: A view from Yahoo TV’.

Young people, otherwise known as millennials, have deemed those practical and mundane duties in life to be ‘adulting’. Whether it is getting (or keeping) a job, paying off credit card bills or buying a house – these milestones are seen as necessary but boring by the internet generation.

Against that backdrop, how do you turn financial responsibility into engaging and immersive content that will overcome the attention deficit? And how do you better understand the millennial mindset in order to capitalise on the things that mean most to millennials?

Benjamin Gerard Jose Byrne will chat with Carey Wong

In this session, Yahoo TV Singapore and South East Asia head Carey Wong will deconstruct how you create credible but immersive ‘adulting’ content. She has been with Yahoo since 2010, but also has experience at an advertising agency and as a marketer on the client side.

Moderating the session will be the talented content creator Benjamin Gerard Jose Byrne, also known as ‘The Smiling Afro’ on Yahoo TV.

The summit will bring together hundreds of leading finance industry players. There will be keynote presentations by Visa vice-president of marketing for South East Asia Vivian Pan and Standard Chartered Bank global head of personal segment marketing and digital marketing Norliza Kassim.

Other topics on the agenda include ‘Is There a Place for Influencers in Finance Marketing?’ and ‘Building a Brand When All Around You are Losing Theirs’.

Get your tickets here today for just AUD$299 before the earlybird offer ends and the full ticket price of $399 kicks in.

For sponsorship enquiries, please email the partnerships manager Wilfred Wong at wilfred@mumbrella.asia

And for content queries, do reach out to the publisher Dean Carroll at dean@mumbrella.asia

Any other questions relating to the summit should be directed to the event manager Lauren Venables at lauren@mumbrella.asia

For further information, visit the event website here.

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