The role of Marketing and Communications in any financial services organisation cannot be understated. It is this function that opens a door between the output of all internal processes and the needs of the customers. Most importantly, this is the only function tasked with creating emotional relationships with customers, and to do so successfully, requires a deep psychological understanding of peoples’ highly emotional and highly personal relationship with money.
In this fascinating interview with Jenny Gaffner, Nordic Head of B2C Marketing and Communications at BNP Paribas Personal Finance we learn about the transformation that the Marketing and Comms function in finance has undergone in the past 10 years. Jenny walks us through the highly set of specialized skills that marketers require, beyond traditional marketing, to successfully communicate the value proposition of financial institutions and fintechs to the wider market. Jenny is sharp, insightful and you’ll be glad you listened to her keen observations on Marketing and Communications in Finance.