Financial Services Forum

Back in those heady days, when bankers were decent chaps and interest rates were interesting, I wrote some sales literature for an organisation called the Financial Services Forum. This exclusive ‘invitation only’ club for financial professionals was dedicated to the greater understanding of corporate marketing effectiveness by its strictly elected membership. I worked on several projects for them, but, once it came to the Crunch, everything went rather quiet...

Today, financial services organizations have no excuse for introspection. Yet, we often spend too much time wrapped up in the creativity of the communication and lose sight of the end game – namely the effectiveness of our overall marketing and the extent to which it delivers demonstrable ROI.