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Serve not sell: the new role of finance brands

Benedict Kingsmill, senior client partner, financial services vertical, LinkedIn

With the financial services industry still feeling a degree of the hangover and lost consumer trust caused by the GFC, the industry can take great pride in the role it’s played in the global COVID-19 crisis. Delivering products and support to market at a speed we’ve never seen before, industry players have embraced the change of roles – from being the cause to now the solution. 

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In the latest episode of the Financial Marketer podcast The Dubs founder, Josh Frith, and senior client partner, enterprise financial services vertical at LinkedIn, Benedict Kingsmill discuss the new role of finance brands to serve and not sell, the demands of the role and the tactics finance brands are employing to successfully fulfill the role’s requirements. 

The Financial Marketer and Kingsmill discuss:


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Josh Frith
Originally a journalist by trade with News Corp, I co-founded The Dubs content marketing group to develop new ways to create stories and deliver these to audiences digitally. Along the way we’ve worked across Australia, Asia and the UK for media giants, national governments and royal houses, big banks and the world’s biggest internet company, Google. But I think we’re only just beginning...