Capital Markets

January 12, 2018

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At Instinctif Partners’ Financial Services Team we constantly keep our eyes peeled for the key developments taking place in the financial services space, evaluating their impact on the many businesses we represent. Here we share our picks of the week’s most interesting news, as well as our expert views.

The Instinctif View in the news
We are very proud that a handful of our recent Insight blogs have been picked up by key financial services industry trade publications:

– Lewis Hill on the future of digital-only banks in AltFi
– Ambrose Fullalove on socially responsible investing in Wealth Briefing
– Lee Jones on financial services’ gender pay gap in Financial Reporter

  • Open Banking finally arrives: The move to allow customers to share their personal financial information with companies — other than their bank — has arrived. However, the initiative aimed at opening up opportunities for people to get better deals on mortgages, overdrafts, insurance and broadband deals, has been marred in controversy, as consumer groups warn it could cause problems with the security of private data, and exposing more people to potentially aggressive scams. (From The Guardian, Telegraph and Times, 8 January 2018)
  • Big four muscles in on legal sector: Deloitte has joined EY, KPMG and PwC in starting to offer legal advice in the UK. The latest move comes amidst continued criticism of the unwielding size of the world’s largest accountancy firms. Will they continue to grow at the expense of solicitors? From Economia, 10 January, 2018
  • One last run with the bulls? Is 2018 the end of the bull market? Some fund managers predict we are close to the end of the party and the ‘R’ word will rear its head in 2019. So, is it time for one last hurrah? Or should we all begin bunkering down and waiting for the crash? From the Financial Times, 6 January, 2018
  • Big-time crypto fraud: With tax filing deadlines looming, reports suggest as many as a third of Bitcoin investors will commit fraud this year by not declaring their capital gains, as many people claim not to be clear whether crypto currency is even legal tender and/or should be under the scrutiny of the taxman From Motley Fool, 7 January, 2018
  • ‘No Comment’ in 2-D: For all those executives who wince at the idea of being grilled by a hack, we recommend media training and developing strong talking points and rebuttals. What we do not recommend is taking advice from Thailand’s PM Prayuh Chan-ocha, who instead used a cardboard cut-out of himself to handle a media scrum this past week. From SBS News, 9 January 2018

This week, we we hosted a Financial Services Forum event on thought-leadership at our London office. Experts in the field with particular focus on financial services brands came together to discuss this often-used buzzword, and help define what makes for good and bad content. There was a lot to digest, but below we are sharing some top-line takeaways:

  • It is not content marketing: thought-leadership content is objective, instinctive, robust and credible. It aims to move the conversation forward, rather than  being marketing spiel. Ideas are more engaging without the ‘sell’ element.
  • Do not follow the herd, but do not go against the grain: effective thought-leadership provokes debate, generates conversation and is open to criticism. It questions perceived wisdoms, but does not argue for argument’s sake and is not combative. Finding the ‘sweet spot’ is key.
  • Good thought leadership takes time: thought-leaders can take years to come into their own and gain respect. In the shorter-term, thought-leadership can be used to develop brand awareness and credibility but the pay-off far from instant.
  • It starts and ends with the target audience: from the outset, thought-leadership should have a target audience at all times. An audience, who reads the content. What they are looking for needs to be taken into account.
  • Thought-leadership is a powerful tool: When done right, there is nothing like it. It can elevate a brand, build positive awareness and ultimately support the sales funnel. Many proponents of thought-leadership cite it as an important part of the sales and marketing process.

Instinctif Partners’ managing partner Laura O’Connel and CopyLab’s head of marketing Niels Footman presented at the event – here are their presentations, which include a number of recent thought leadership case studies. (Thought Leadership FSF Event)

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