Money20/20 Day Three: Marketing Wednesday
Ashley Jones, Head of Financial Narrative, discusses #MarketingWednesday on Day 3 of Money 20/20 USA in Las Vegas, bringing it back to the marcomms leaders crafting powerful narratives.
On Tuesday night, Jones attended the JPMorgan Payments and Axios event on governing the agentic economy. Zack Anderson, chief data and analytics officer for JPMorgan Payments, said adoption of agentic shopping is still limited. He also raised an open governance question: who handles the refund when an agent makes a purchase it wasn’t authorized to make?
Wednesday was marketing day. A panel on breach response and recovery featured leaders from Vested, Current and Finastra. Panelists said companies should plan for foreseeable crises, such as technology outages, and know their core team and crisis communications agency before they need them. They also discussed how to separate an executive’s personal crisis from a company crisis, using Astronomer as an example.
A second panel, with speakers from the World Gold Council, The Clearing House and Databricks, covered explaining complex products to consumers and B2B audiences. The advice was to start with the problem the customer has, use the language the customer uses, set realistic goals, and tell a human story about who benefits. Watch it below!
A third panel, “Same Brands, Dozens of Comms,” looked at managing a brand across regions. Panelists covered keeping a brand consistent while adapting to local markets, knowing what reputation a brand already has in each market, and staffing for regional support.
In event news, Money20/20 USA moves to the convention center next year.
Financial Narrative also spoke with marketing leaders on the floor at Money20/20 USA about what they’re focused on now. Brandi Meredith of CSI explains how Qolo uses trusted industry voices to make a complex product clear to banks and fintechs. Hannah Hughes describes building Plaid’s brand from scratch and investing in automation to free her team for creative work, and the leaders agree that fraud is a problem the industry has to solve together.
More marketing insights from Money 20/20 coming next week
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