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Brand Finance Banking Forum 2015

10 February 2015, 09:00–14:00

Technological Challenges for Bank Brands

Challenger banks and other unconventional lenders are increasingly using digital innovations to capture market share from the traditional players. It has been estimated that such competition could erode one third of traditional bank revenues by 2020. Consumer demand for a more simplified and less time consuming banking experience is driving the closure of branches and the rollout of better mobile and online banking services. 

How are bank brands responding to the pace of technological change? What are the implications on their brands in the digital age? How can they avoid the hazards that can damage brand value?

Gain first-hand insights from world leading brand practitioners and cutting-edge thinkers who will share their best practices, knowledge and expertise about managing and maximising brand value.

Ask questions and hear from the panellists as they share and discuss the trends and influences affecting banking brands today.

Expand your network with international colleagues and gain first-hand insights from the world’s leading brands.

Who Should Attend

CEOs, CMOs and CFOs of major banking brands interested in maximising the value of their brands and intangible assets.


9:00 - 9:30 Registration & coffee
9:30 - 9:40

Welcome and Introduction to Session 1 

David Haigh, CEO, Brand Finance

9:40 - 9:55

Can Technology Fix the Banks?

Brian Caplen, Editor, The Banker

9:55 - 10:30

Social Media: Time to give your customers a good listening to

Chris Clark, Global Head of Marketing, HSBC Group

Dave Marsh, Senior Social Media Manager, HSBC

10:30 - 11:00 Refreshment Break
11:00 - 11:05

Introduction Session 2

David Haigh, CEO, Brand Finance

11:05 - 11:35

The Bank Brand in Your Hand

Peter Keenan, CEO, Zapp

11:35 - 12:05

The Grass is a Different Colour on the Other Side

Mark Mullen, CEO, Atom Bank

12:05 - 12:50

Panel Session

Led by: James Sproule, IoD Chief Economist and Director of Policy

Brian Caplen, Editor, The Banker

Peter Keenan, CEO, Zapp

Mark Mullen, CEO, Atom Bank

Chris Clark, Global Head of Marketing, HSBC Group

12:50 - 13:00

Concluding Remarks

David haigh, CEO, Brand Finance

13:00 - 14:00

 Lunch & Networking



Brian Caplen
The Banker

Brian Caplen has been editor of The Banker since 2003. He joined the Financial Times Group from Euromoney in 2000 where he had been executive editor of Euromoney magazine for five years. He also worked as a business editor and journalist in Hong Kong and the Middle East for 10 years. He has travelled extensively and done numerous high level interviews with prime ministers, finance ministers, central bank governors and senior executives. He has a first class honours degree In Development Studies from the University of East Anglia.

David Haigh
Founder and CEO
Brand Finance

David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years.

David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.

David has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.

Chris Clark
Former CMO

For the last 16 years Chris has had a leadership role in the marketing function of the HSBC Group. For the last 7 years he has been CMO and a member of the HSBC Group Management Board. While at HSBC he helped develop the iconic air-bridge advertising programme, was one of the architect of ‘the world’s local bank’ positioning, re-shaped marketing into a truly global function and lead an organisation of over 1000 Marketing professionals.

During his time at HSBC he also managed key aspects of the Group’s digital efforts, ran the Global Sustainability Function, oversaw marketing for First Direct and M&S Bank and sat on a number of key management boards and committees.

Prior to HSBC Chris was in advertising with the bulk of his career at Saatchi and Saatchi looking after clients such as Mars, Toyota, P&G and an infamous piece of work for Club 18-30. During this time, he also spent 4 years living the ‘Mad Men’ life working in New York City.

When he’s not planning his new plural life, he can be found coaching rugby, playing chess, fishing, painting and drawing or gardening.

Peter Keenan
Chief Executive

Before becoming the CEO of Zapp in 2013, Peter was the Group Head of Customer Propositions at HSBC responsible globally for developing and implementing new customer propositions. From 2009 to 2011 Peter ran the HSBC branch network in the UK of over 1350 branches and 14,000 staff. Peter delivered significant improvements in business performance and customer satisfaction.

Peter started his career as a Chartered Accountant eventually moving into retail as Marketing Director of PC World. Peter was responsible for Brand and Product marketing across stores and online. From 2005 to 2009 Peter was Managing Director of Currys as part of Dixons Stores Group international where he delivered significant improvements in both top line growth and bottom line performance.

Peter grow up in Dublin, Ireland and took a Law degree from Trinity College and now lives with his five children in St. Albans. 

Mark Mullen
Chief Executive
First Direct

Hitherto a career financial services Marketer, Mark was educated in Trinity, Dublin and has an MBA from Warwick Business School.  He has worked in a variety of businesses in the UK including Asset Finance, Consumer Credit and Banking and was previously Head of Marketing at first direct.

His most recent role prior to becoming CEO of first direct was as Regional Head of Marketing, HSBC Middle East.

Mark is married with three children and lives in Yorkshire.

James Sproule
Chief Economist and Director of Policy
Institute of Directors

Panel Moderator for Brand Finance Banking Forum 2015

James Sproule has been Chief Economist and Director of Policy for the Institute of Directors since January 2014. Prior to joining the IoD James lead Accenture’s UK Research and global Capital Markets Research where he focused on Thought Leadership. He started his financial career as a merchant bank economist working with both Bankers Trust, Deutsche Bank and Dresdner Kleinwort, and eventually helped to found the boutique bank Augusta and Company. 

Before embarking on a career in economics, James was a signals officer in the Royal Navy. James Sproule stood for Parliament at the 2005 general election and was for seven years a visiting fellow in the Department of Management Economics at the London School of Economics. He has lectured and written on a broad range of subjects and sits on several charity boards. 


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