In the latest episode of the Financial Marketing Insights podcast, we interviewed Neville Vyas, the Head of Marketing for EMEA & APAC at Impax Asset Management on his career in financial services and his top marketing tips.

Neville shared his extensive background in financial services marketing, which spans over three decades and includes roles at renowned firms such as Fidelity Investments, Framlington, Allianz Global Investors, and PWC. He described his early career in sales, where he had to capture the attention of busy city traders with mere 'nanoseconds to spare'. This high-pressure environment provided him with invaluable marketing lessons that have shaped his approach throughout his career.

The Unique Focus of Impax Asset Management

Neville highlighted the distinctive focus of Impax Asset Management on investing in opportunities arising from the transition to a more sustainable economy. This commitment to sustainability sets Impax apart in the industry. Neville emphasized the importance of using intelligent, authentic content to engage professional and institutional investors. "We use our own insight to get in front of people, and that does get their attention," he noted. This focus on genuine, well-thought-out content has been a key factor in Impax's success.

Memorable Projects

Throughout the discussion, Neville reflected on several memorable projects from his career. One notable example was his time at Framlington, a boutique asset management firm that was eventually sold for £200 million. Neville proudly recounted the holistic and integrated marketing and communications function he built, which played a significant role in enhancing the firm's brand value. At Impax, Neville and his team successfully integrated marketing and communications during the rebranding of the American firm Pax, which Impax acquired. "The clients retained all of their assets and, in fact, invested more after that period of communication," Neville shared, highlighting the success of their efforts.

The Power of Branding

Neville shared his experience with the startup FinTech company SharingAlpha, where despite having no brand recognition or marketing budget, his team successfully grew the brand to become the largest user-generated fund ratings agency of its kind. This story underscored the importance of strategic branding and the challenges of building a brand from scratch.

Top Marketing Tips

Neville offered valuable advice to marketers, emphasizing the importance of getting the Brief right and understanding the target audience before executing any marketing tactics. "Pause, take a moment, and just make sure we've got it right," he advised. He also stressed the need for content amplification, ensuring that the tactic or content reaches the intended target audience. "We really do need to make sure that the target audience sees the piece of work that you're doing," Neville said, highlighting the need for marketers to allocate sufficient funds for media and communication.

Challenges and Opportunities in Marketing

The discussion then turned to the current challenges faced by marketers in the industry. AI was a major topic, with Neville acknowledging both the opportunities and risks associated with new technology. He stressed the importance of high-quality automation to address cost pressures in asset management and highlighted the difficulties in measuring return on investment (ROI). "We just have to be honest with ourselves in terms of ROI. It is very hard to measure," he said.

Passion for Social Mobility

Neville shared his passion for social mobility within financial services, highlighting the lack of representation from poorer backgrounds. He spoke about his journey from a humble immigrant background and emphasized the importance of supporting social mobility. "This economy will benefit from accessing the hidden talents and the potential of a new community that is largely to some extent ignored," Neville stated.

Conclusion

The conversation wrapped up with Neville imparting invaluable advice to budding marketers: seek out companies that genuinely grasp and cherish the essence of marketing. He further emphasized the critical role of diversity and representation within the industry, underscoring their importance in crafting authentic and resonant marketing messages.