Chicago Luncheon: Marketing in a Global World

On June 21, nearly 75 FCS members attended a luncheon and panel discussion titled “Marketing in a Global World” at the Union League Club of Chicago

The event was moderated by Sean Callahan, Executive Editor of BtoB magazine, and the panel featured Jeremy Ahto, Assistant Vice President of Marketing for Zurich Insurance, and Lisa Kaplan, Vice President of Corporate Marketing and Brand for Aon Corporation.

As part of the discussion, Kaplan and Ahto focused on the challenges that U.S. and overseas-based financial services companies face when marketing their brands outside of their native homelands and highlighted valuable strategies for breaking down cultural barriers in the areas of marketing, advertising and overall business practices.



Key takeaways from the discussion include:



•  Financial communications professionals must maintain flexibility when implementing a global brand campaign, and adapt campaign messages and other content based on local culture as needed.



•  Global sponsorships are successful in promoting brands. Aon’s sponsorship of the Manchester United Football Club serves as an excellent example of how international marketing can be successful through engagement initiatives such as global team tours, international events and tournaments.



•  Participating in the social media space is helpful in generating worldwide brand awareness.



FCS would like to thank Mr. Callahan for moderating and Mr. Ahto and Ms. Kaplan for their participation and insights.