On a mission to transform the world of finance for the better

DE&I Report; a communications conundrum

AI & Ethics: Revolutionising marketing without compromising ethical principles 

Launching a new sector leader

Grabbing attention for the nation’s pensions

Teamspirit hits the Big Apple!

The New Adviser

Sustainability in action

Helping our audience get an AER full

How marketers can profit from slowing down the ‘cycle of more’

Is generative AI creating a race & ethnicity representation crisis in comms? 

Making a racket… literally

While Spotify’s fascinating annual reveal of our music habits, or food retailers’ nudges of what we might enjoy next demonstrate how personalisation of communications and experience  creates win-wins for brand and customer, why is financial services late to the party?  

Over half of consumers state they’re more likely to repeat buy after a personalised experience[1]. Equally, 80% of financial institutions view personalisation as essential to meet the required Consumer Duty led standards[2].

So what do we need to do to play catch-up? That was the crux of our breakfast event, run in partnership with The Financial Services Forum, with three leaders in the field:
- David Conner, Head of Experience Design at Scottish Widows
- Simon Ripton, Director of Propositions at Open finance platform Moneyhub
- Richard Sullivan, Financial Services Lead, LinkedIn
- Chair - Fiona Couper, CMO, Teamspirit

Key take-aways from the event held at Mintel were:

- __Moments of truth.__ The importance of interacting with customers at key moments in their journey was critical - not just when providers wanted to sell to them
- __Enriching existing data was essential__ to deliver meaningful customer understanding. And how Open Finance enabled improved tailoring of solutions on dimensions including vulnerability, behaviour and risk
- __More creativity is required to achieve cut through.__  The panel discussed how personalisation needed to think bigger and go beyond the traditional
- __The need for a value exchange.__ How there was a need to provide value in terms of rewards, decision-making information and entertainment through content and gamification in exchange for customers’ data,  time and loyalty.
- __Generational tailoring.__ The meeting discussed that given given Gen X and Gen Z's preferences and expectations of channels, tech and communication, tailoring now needed to work at these levels too
- __The need for companies to  now deliver customer personalisation at Total Experience (TX) level not just UX__, spanning all customer touchpoints
- __‘Continuous engagement' as a marketing strategy.__ Speakers discussed how the impact of different engagements, nudges and interventions could and should be tested continuously to create learnings for later roll out and incorporation into experiences

Personalisation is just one of the emerging trends explored in our recent Signals report which you can view/download [here](https://www.teamspirit.co.uk/news-insights/2025-signals-report)

![FSF Feb Event](//images.ctfassets.net/sxw14dxmazhg/8yzOfsf3nVFljfjyNU1qb/cc45d9380b3a50f08a13626370a56d06/FSF_Feb_Event.png)

## Sources:

1. [https://www.twilio.com/en-us/blog/announcing-the-state-of-personalization-2021](https://www.twilio.com/en-us/blog/announcing-the-state-of-personalization-2021)
2. [https://www.dynamicyield.com/personalization-maturity-report-for-finance-2023/](https://www.dynamicyield.com/personalization-maturity-report-for-finance-2023/)

With high impact personalised customer experiences and communications on the rise, financial services is one of the slower sectors to the party.  What do experts from Scottish Widows, LinkedIn and Moneyhub feel FS needs to focus on?

How can financial services provide more personalised experiences?

This week marks Donald Trump’s return to The White House, with the now 47th President of the United States sworn in at the Capitol building on Monday. The new commander-in-chief re-enters the oval office in a strong position, holding slim but solid Republican majorities in both chambers of congress, making him well set to implement the agenda he was elected on back in November. As one would expect there have already been plenty of articles penned on what the President’s return will mean for a variety of industries, but in this blog we examine what Trump 2.0 might spell for our sector - communications. 

Pretty immediately after Kamala Harris conceded the race last year, we began to see an evident cultural shift among the business class in America. As we know, Trump already has one tech billionaire (and the richest one at that) Elon Musk on-side, but we have subsequently seen both Mark Zuckerberg and Jeff Bezos cozy up to the President, with the latter announcing that his Meta platforms will reduce content moderation and drop their ‘fact-checkers’, instead adopting an X-style community notes feature. Additionally, we have also observed Trump-style cultural shifts in household names like McDonald’s and Ford Motors, who have both announced they will be moving away from their previous commitments to bolstering diversity, equity and inclusion (DEI) at their companies. 

If these changes are anything to go by, the next four years will see social media spaces becoming increasingly like the Wild West, with plenty of users regaining their voices and influence on the major platforms who had previously lost that privilege in the era of strict moderation. It might also see further fragmentation, with certain audiences becoming increasingly isolated. [Bluesky](https://bsky.app/), for example, is one such platform that has benefitted from Musk's policy changes over at X, a place where jaded ex-twitter users have gathered to exchange information free from the billionaire’s tinkering. Additionally, It would not be surprising if we continue to see American firms drop or water down their ESG and DEI communications, as corporate America increasingly tries to court favour with the incoming administration.

Reassuringly for brands who value these initiatives, there is compelling evidence to say that these trends will endure. Our [2025 Signals report](https://www.teamspirit.co.uk/news-insights/2025-signals-report) points to the ‘quiet acceleration’ in ESG progress, with businesses on both sides of the Atlantic preferring to put their heads down and work on delivering their commitments, even if not broadcasting their work in fear of the backlash due to the politicisation of the issue. In the UK, efforts are being made by both the FCA and the new Labour government to increase DE&I, including new revisions to the Corporate Governance Code that will pressure boards into greater action on this front, with 2025 likely to see ethnicity pay gap reporting becoming mandatory for large firms. 

So how can we as marketers, PR practitioners and brand-builders stand out in the era of Trump 2.0? 

This first step may seem simple but businesses can stand out by being themselves and sticking to their principles. If a company is genuinely committed to reducing its carbon footprint or increasing the diversity of its workforce, that needn’t be undermined by a change of administration that might be less friendly to these objectives. If anything, there’s an opportunity to lean further into what makes it unique. In a crowded and noisy landscape, notable characteristics and clear values stand out and will be appreciated that much more by customers and clients. 

Equally important is making sure that brands are taking a razor sharp position in each of the channels in which they operate, even if these might cut against the current narrative in their industry. In the era of misinformation and generative AI, ensuring 
 communications are genuinely insightful, targeted, and well-backed with data, is an invaluable advantage. 

Only time will tell exactly what the next Trump term, and indeed the 2020s as a whole, will spell for communications. But by ensuring that a brand remains committed to its positioning, taking self-assured and consistent positions to stand out from the crowd, it will likely be doing better than most. 

What does Trump 2.0 mean for communications?

__Going for growth__ sums up the hyperfocus set to dominate economies and financial services (FS) in 2025, as we look at the year ahead through our annual Signals Report. 

If 2024 was a year of uncertainty, with hedging on action due to the elections in which over half of the world’s population participated, 2025 is in one sense calmer. The need for brands to communicate value, trust and reward will be carried forward, as consumer spend levels remain under pressure. But with policy direction, taxes and tariffs – both in the UK and in the US – better understood, decisions can now be made.

As FS communication specialists, we continue to act as a barometer for the headwinds of change, as we help brands to transform the world of finance for the better, by helping people to think differently about money. In our Signals Report this year, we’re providing a smart topline on what’s going on and what marketers need to do about it. 

Growth will come from brand fame building activity, explored in Maximizing Sponsorship; The Power of Personality; Cracking the Memory Code; Scaling Internationally. 

It will also be through tech-enabled efficiencies, as FS finally realize smoother, more personalized experiences. Read how to make the right leap in: Untangling the Messy Middle; In Data We Trust; AI and Advice isn’t the Answer, it’s the Question. And don’t miss the impact of getting tech right both on a critical audience and via a critical channel, covered in Rethinking Retirement and PR in a New Media Age.

__Let’s get on with it. __

Download the report [here](//assets.ctfassets.net/sxw14dxmazhg/3AA1Ze0XX4ZUOO5ZR6FnKN/e4923de83bdfcb0aeb1a9e043e82e196/TS_2025_Signals_Report_US.pdf)!

If you’d like to discuss the impact of these signals on your business contact us at [hello@teamspiritfs.com](mailto:hello@teamspiritfs.com)


Our 2025 Signals report is out now! With a Going for Growth hyperfocus set to dominate economies and financial services in 2025, here’s our view on the challenges and changes set to impact fs brand communications in the year ahead

2025 Signals Report 

__Going for growth__ sums up the hyperfocus set to dominate economies and financial services (FS) in 2025, as we look at the year ahead through our annual Signals Report. 

If 2024 was a year of uncertainty, with hedging on action due to the elections in which over half of the world’s population participated, 2025 is in one sense calmer. The need for brands to communicate value, trust and reward will be carried forward, as consumer spend levels remain under pressure. But with policy direction, taxes and tariffs – both in the UK and in the US – better understood, decisions can now be made.

As FS communication specialists, we continue to act as a barometer for the headwinds of change, as we help brands to transform the world of finance for the better, by helping people to think differently about money. In our Signals Report this year, we’re providing a smart topline on what’s going on and what marketers need to do about it. 

Growth will come from brand fame building activity, explored in Maximising Sponsorship; The Power of Personality; Cracking the Memory Code; Scaling Internationally. 

It will also be through tech-enabled efficiencies, as FS finally realise smoother, more personalised experiences. Read how to make the right leap in: Untangling the Messy Middle; In Data We Trust; AI and Advice isn’t the Answer, it’s the Question. And don’t miss the impact of getting tech right both on a critical audience and via a critical channel, covered in Rethinking Retirement and PR in a New Media Age.

__Let’s get on with it. __

Download the report [here](//downloads.ctfassets.net/sxw14dxmazhg/6BG5pebjty67CF7a8VnEAk/fe62e6890db19c99797987852c736d94/TS_2025_Signals_Report.pdf)

If you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk.](mailto:hello@teamspirit.co.uk)


2025 Signals Report

While winning any award is great, winning for marketing effectiveness has got to be what matters most to marketeers. After all, exceeding KPIs, historic outcomes and delivering strong ROI have got to be the ultimate arbiters of campaign success.

Better still if your marketing effectiveness win is against the biggest names and most innovative brands in financial services.

We were delighted this week, therefore, to win no less than five at the 2024 Financial Services Forum Marketing Effectiveness awards. 

- We won Gold in the Global category for our ‘Invest in the heart of everything’ Biodiversity campaign for Fidelity International. And were also Highly Commended for this in the Most Effective ESG category.
- In the Earned Media category we struck Gold for our ‘Hidden Gems’ campaign for specialist mortgage provider Together, which gained nationwide coverage by mapping and shining a light on the UK’s empty properties and the opportunities they represent.
- We were awarded a Special Judges Award for Most Effective Use of Data and Analytics for The Mortgage Lender, helping them generate coverage and leads in a crowded market.
- And were Highly Commended as Agency of the Year.

### Integration

With effectiveness invariably achieved through the scientific integration of earned, owned and paid-for media, we were also delighted to win six further awards for clients in the international MarComs awards; for Integrated Marketing (for both BUPA and Fidelity), for Advertising (Fidelity), for Media Relations (BUPA) and in both the Social and YouTube video categories. All of the work created and produced by our in-house teams.

### Competing against UK and overseas agencies

To our delight, we also struck Gold again twice last week in the New York based Gramercy Institute Asset Management awards; one in the Public Relations category for our ‘Reaching the Undeserved’ campaign for Charles Stanley, the second for Fidelity international in the Branding category for our innovative ‘Suitably Individual’ strategy, impacting on both investors and their advisers.

With budgets across the board needing to do more, it’s been a great month for being recognised independently for having delivered on the effectiveness clients most crave.

Some awards simply matter more than others

A clip from the Graham Norton show recently went viral, when actress Saoirse Ronan reminded the rest of the male panel of the lengths women need to go to feel safe. Met with applause from the audience, Ronan has been widely praised since the clip aired for accurately and neatly reminding us all of the threat that women face on a daily basis.  

While the men on the panel have also come out to plaud Ronan, it’s abundantly clear from their stunned silence at the time that this isn’t an issue they need to think about regularly. Speaking about violence against women can be uncomfortable, no matter the setting. And no matter how disappointing it is that this is still a concern in 2024, any girl or woman will tell you just how needed it still is. Just as Saoirse Ronan did. 

The UN designates the 25th November as the International Day for the Elimination of Violence Against Women. It marks the first of 16 days of action to end male violence against women. With so much abuse towards women happening behind closed doors and going unreported it can be easy to convince ourselves that this is not an issue that impacts us or our loved ones. 

But the reality is that one in three women will be subjected to physical or sexual violence within their lifetime. That’s an estimated 736 million women globally. And the majority won’t seek help or report it. Less than 40% of women who experience violence will seek help, and less than 10% will go to the police. Black women, trans women, and disabled women are at especially high risk. And climate change, economic crises, and global conflicts are only fuelling and exacerbating the problem. 

This year’s election in the US was a further reminder of how very real this issue is. With women’s reproductive rights on the ballot in many states, the previous Trump administration saw delayed authorisation of the Violence Against Women Act (VAWA) and attempts to dismantle the Affordable Care Act that means reduced federal support and access to healthcare services that are crucial for women, including mental health support and services for survivors of violence. In addition, the behaviour of some of Trump’s supporters may embolden misogynistic attitudes that can create a hostile environment for women both online and offline.

White Ribbon Day acts to remind us of the scale of the issue, but also challenges us to consider the root causes behind this violence. While we may not have witnessed violence against women, we’ve all likely seen and heard problematic language and attitudes. It is up to all of us, regardless of gender, to stand against violence against women, and to fight against the outdated and harmful gender norms - including attitudes towards masculinity - that open the door to misogyny. 

For anyone that is, or knows someone who is facing abuse, whether emotional, physical or financial or simply wants to educate themselves further on this issue, there are resources and support available, which we have listed below:

[White Ribbon Day UK](https://www.whiteribbon.org.uk/)

[End Violence Against Women Coalition](https://www.endviolenceagainstwomen.org.uk/) 

[Refuge](https://refuge.org.uk/)

[Solace Women’s Aid ](https://www.solacewomensaid.org/)

[Woman’s Trust](https://womanstrust.org.uk/)

[National Domestic Abuse Hotline](https://www.nationaldahelpline.org.uk/) - 0808 2000 247

It is up to all of us, regardless of gender, to stand against violence against women, and to fight against the outdated and harmful gender norms - read more on the importance of White Ribbon Day from Teamspirit’s Eleanor Ross 

Why we should all pay attention to White Ribbon Day

Jaguar has caused quite the fuss with its recent rebrand. It also appears to be treading a very thin line between a marketing disaster and marketing genius.

It would be fair to say the rebrand has caused a lot of outrage. But here’s the thing - a lot of the outrage has come from the exact demographic that Jaguar can no longer afford to focus its brand on. I’ve seen it covered across major national news outlets, furiously debated on every social platform I use, and Elon Musk is asking them questions on X, formerly Twitter. Someone has even gone as far as setting up a petition to get Jaguar to revert to its original branding (yes, really). At the time of writing this, the video Jaguar posted has over 23 million views on X alone, which is quite incredible in little over 24 hours. But it does beg the question - is it good marketing?

A lot of people on social media will very aggressively tell you that it isn’t, but I disagree. I’ve always disliked phrases such as “all publicity is good publicity” and “there’s no such thing as bad publicity.” Anyone that’s ever worked on some form of crisis will very swiftly tell you those phrases are untrue. However, in some cases such as this one, a not-too-dissimilar approach can be effective. I say this because everyone is talking about the brand before they’ve even seen a glimpse of the product. If you are selling a product, then of course you don’t want to alienate or thoroughly wind up your audience. But as of now, we are yet to see an actual car - so this advert is about brand positioning as opposed to selling, and has massively increased anticipation for when it’s launched.

Millions of people are going to be paying attention to the new product. 

Personally, I don’t love the video; it’s full of buzzwords, uncharacteristic visuals and new branding that isn’t ‘very Jag.’ But it’s not meant to be, that’s the point. Jaguar has tried to reinvent itself before, and has always played on its heritage, whilst trying to be the British answer to the BMW. 

Sales figures will tell you this just hasn’t worked with only 67,000 vehicles sold last year and sales of new cars now coming to a halt. This begs the question of why would you continue down the same, unsuccessful path? After all, stupidity can be defined by doing the same things over and over again but expecting different results. 

Jaguar has found itself in need to make a bold move and if you are going to reinvent your brand, why not go all out? Especially when you have the financial backing of a group such as Jaguar Land Rover (JLR) behind you. 

I don’t like marketing strategies or campaigns that cause controversy solely for the sake of controversy, or purely to gain cheap engagement. But I don’t believe this is what Jaguar has done. It has done something completely new for the brand, attracted a lot of attention, and ensured many more pairs of eyes will be on its new products when they are revealed.  

It’s brave, it’s ambitious and it’s a little bit insane. To be clear - it could also be a catastrophic failure. But I have full admiration for utilising this strategy and getting so many people talking about it. 

It’s been really interesting to see the differing views of others in the marketing and PR industry. It’s easy to get caught up in marketing tropes and cliches, and it's always going to irk people when, after being told to “push the boundaries,” you actually do. But to kick up such a stir before a product has even been revealed, it’s safe to say that if I was behind it I’d be heading to the pub to celebrate a job well done.

Jaguar’s recent rebrand has caused quite the stir in the office this week. The PR team’s Joe Hirst shares his take on the heritage brand making bold moves

Jaguar - marketing disaster, or stroke of genius?

For those of us London commuters the phrase ‘Mind the Gap’ is ubiquitous in our lives, a reminder to observe the gap between train and platform. Nobody can argue that this isn’t good advice. But does this advice still apply to other areas of our working lives? 

The Fawcett Society has been tracking the gender pay gap since 2013, and Equal Pay Day marks the day each year where women will effectively stop being paid for the work they do compared to men. This year’s Equal Pay day is two days earlier - 20th November -  than in 2023, and is disappointingly the first time that the pay gap has widened since the Fawcett Society began tracking. This calls into question the impact that efforts to reduce the gap are having in reality. 

Mandatory gender pay gap reporting has been in effect for large companies since 2017. Each company is required to make public their gender pay gap and while many companies have been transparent, there are large gaps to overcome. It's clear and understandable that efforts to close the gap, like growing and developing senior women, require time to bear fruit, but there is simply no excuse for the gap to be widening in 2024.

With the knock-on-impact that the gender pay gap has on women’s ability to save, invest and put money away into their pensions (Scottish Widows found that women retire with £100K less than men), this is an issue that we should all care about, no matter our gender. 

At Teamspirit, we’re lucky to work at a business that not only chooses to report on its gender pay gap, but also one that doesn’t have a gender pay gap at all. 

With a new female Chancellor in position, and the last general election seeing the most women elected as MPs ever, there are encouraging signs that progress is being made. As we head into the new Year, we do so with a fresh challenge to reduce the gender pay gap once again. So back to my Mind the Gap metaphor; is it enough to simply ask companies to track their gender pay gap? Should we still be standing back and just minding the gap, or does more action need to be taken?

## Sources:

[https://www.fawcettsociety.org.uk/news/equal-pay-day-2024-will-be-20th-november](https://www.fawcettsociety.org.uk/news/equal-pay-day-2024-will-be-20th-november)
[https://www.scottishwidows.co.uk/about-us/media-centre/reports/women-retirement-report.html](https://www.scottishwidows.co.uk/about-us/media-centre/reports/women-retirement-report.html)


The Gender Pay Gap has widened for the first time in since 2013 calling into question whether efforts to reach pay parity are working. With knock-on-effects to women’s ability to save, invest and prepare for retirement, does more action need to be taken?

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