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

30 Series - 30 Events: 30 Years

Teamspirit hits the Big Apple!

Grabbing attention for the nation’s pensions

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? 

As I round the corner to Teamspirit, a communications agency based in London, I start to wonder what I’m in for. Based in a red-brick building with gilded signs, I’m suddenly worried that Teamspirit will be much too proper for a ruffian such as myself: as I enter I’m reassured that this is not the case. The team is friendly and welcoming, and I find myself laughing a lot. A dog joins us for the second day, and spends his time being fussed over by people with plenty of other things to be getting on with. 

I get to meet a wide variety of the team - a fully integrated agency, Teamspirit includes Creative, Strategy, Comms, Digital, and more. They are all fascinating people, so specialised in subjects I cannot even hope to keep up with. A fiercely intelligent strategist asks me if I know anything about large scale ad campaigns. I tell him I’ve seen Mad Men. He laughs.

As a journalism student, going into PR is often seen as selling your soul - joining the dark side, as it were. After my time here, I’m led to believe the opposite is true. Journalists are hunched over computers, chasing stories on X, sniffing out what Trump’s tariffs mean for the economy; PR is conducted in colourful offices by interesting people, group-chats full of fun little GIFs.

Skills-wise, the jobs are similar: writing articles, finding angles, avoiding any twists too far from truth. Research drifts across desks, surveys are completed on the street outside, and people crane over computer screens to natter about one article or another. It’s just the people you’re doing it for that are different - instead of a newspaper, you’re writing for a client, trying to generate stories and comments on their behalf that the press might pick up. 
PR people talk about journalists as journalists talk about their confidential source - they take them out to lunch, get their nails done together, and know journos by name - “oh, will Paul like this? It’s his sort of story”

Every morning the PR team does a ‘papers meeting’. I am given the Daily Mail, and asked to bring in a few financial stories that they run. I am not particularly effective at this task. Finance is not exactly my Mastermind topic - the extent of my fiscal knowledge is scoffing at the price of London Guinness. Still, everyone is very kind, and insists that they started out not knowing anything about finance either. I’m starting to believe them - I’ve learnt more about diversifying my investments in these last three days than I did in the preceding twenty-three years of life.

My time here has involved a diverse array of tasks - an article on tea and cake pairings, press releases about Gen Z’s relationship with money, stress-testing surveys, I’ve done it all. The sheer variety of agency work - problem solving every minute of every day - is fascinating, and makes the time pass incredibly quickly. 

I’ve learnt how to bake PR into an article, without overcooking the self-promotion. I’ve learnt how to construct a quote in a client’s own tone of voice. I’ve learnt how to weave facts into a press release. I’ve learnt, essentially, the other side of journalism: how to create all of the things that journalists use to create stories from. I love writing: that’s why I’m here. I want to see my words read. After this experience, all I’m saying is that maybe journalism is the wrong business. 

Teamspirit has made me feel beyond welcome - they’ve made me feel a part of the team. So much so that when I wake up tomorrow there will be a strange agency-shaped hole in my life. A hole that will persist until I hop back on LinkedIn, use everything I have learnt from all of these wonderfully talented professionals, and get myself a real job…

Quite possibly one in PR.

As my final day draws to a close, I am promoted to trolley-pusher. A cart is loaded with snacks and drinks, and I walk through the aisles. I peer at screens, full of contacts, copy, and Photoshop, and happy faces turn around at the sound of my squeaking wheels. People smile at me as they crack their Thursday evening refreshments, and I feel at home. I thought I’d found my calling, writing to these PR briefs, but it turns out I have a higher purpose. All the active listening in the world could not grant me a place in Teamspirit’s heart anywhere close to what those four simple words achieved in seconds: __“anything from the trolley?”__

Has PR turned my eye from journalism?

Wallflowers don’t get to dance. In saturated marketplaces, such as financial services, where B2C and B2B products and services regularly blur into a sea of sameness, harnessing the standout power of brand personality is crucial. It’s no longer enough to have a quality product; how a brand shows up and engages is what truly sets it apart. 

In our overpaced world we’re at a point of filtering out the noise – with exposure to 4,000 to 10,000 ads daily[1] and making 35,000 decisions a day[2]. Which is why brands need to be memorable. Audiences aren’t just looking for features – they’re seeking meaningful connections. 

In the helter-skelter chase for growth, financial services brands will continue the innovation charge – from self-directed investment platforms; to new ETF wrappers; to on-demand managed portfolio services; and IFA-accredited influencers. But product and service innovation isn’t enough. The brands have to be badges of trust and meaning. Awareness is only half the battle. And in a world with budgets increasingly heading towards performance-led activity[3], the need for brand-building behaviour that creates stature and esteem remains evergreen.

Never has the risk of ‘blanding’ been more pronounced than now.  

In our report ‘[NoticeMe!](//downloads.ctfassets.net/sxw14dxmazhg/3f5Ii0cJv8Dxd1x76biHyq/8f3217202291e6c5e2a6be8f395d2349/9988_TS_Notice_Me_Report_2025_RGB_UK_AW4_MO.pdf) Why financial services need fame’, you’ll find our view on why financial services need to unashamedly chase fame; our definition of what we mean by fame; a host of noteworthy examples from within and outside the sector; and how to create it.

[Yes.  I want a copy of NoticeMe! please](//downloads.ctfassets.net/sxw14dxmazhg/3f5Ii0cJv8Dxd1x76biHyq/8f3217202291e6c5e2a6be8f395d2349/9988_TS_Notice_Me_Report_2025_RGB_UK_AW4_MO.pdf)

## Sources:

1. [https://colorlib.com/wp/advertising-statistics/](https://colorlib.com/wp/advertising-statistics/)
2. Cowry Consulting. Memory EQ. 
3. [Ebiquity and the World Federation of Advertisers (WFA) report](https://www.marketingweek.com/advertisers-focus-performance/)


Financial services firms need fame more than ever.  Find out why and what’s cutting through by downloading our report: ‘Notice Me!’.

NoticeMe! Why financial services need fame

Wallflowers don’t get to dance. In saturated marketplaces, such as financial services, where B2C and B2B products and services regularly blur into a sea of sameness, harnessing the standout power of brand personality is crucial. It’s no longer enough to have a quality product; how a brand shows up and engages is what truly sets it apart. 

In our overpaced world we’re at a point of filtering out the noise – with exposure to 4,000 to 10,000 ads daily[1] and making 35,000 decisions a day[2]. Which is why brands need to be memorable. Audiences aren’t just looking for features – they’re seeking meaningful connections. 

In the helter-skelter chase for growth, financial services brands will continue the innovation charge – from self-directed investment platforms; to new ETF wrappers; to on-demand managed portfolio services and financial advisor-accredited influencers. But product and service innovation isn’t enough. The brands have to be badges of trust and meaning. Awareness is only half the battle. And in a world with budgets increasingly heading towards performance-led activity[3], the need for brand-building behaviour that creates stature and esteem remains evergreen.

Never has the risk of ‘blanding’ been more pronounced than now.  

In our report ‘[NoticeMe!](//downloads.ctfassets.net/sxw14dxmazhg/5spgrEyI3yrNhUzIwLC7Cm/eab35186a1707f74cbd458d31457f773/TS_US_Notice_Me_Report.pdf) Why financial services need fame’, you’ll find our view on why financial services need to unashamedly chase fame; our definition of what we mean by fame; a host of noteworthy examples from within and outside the sector; and how to create it.

[Yes.  I want a copy of NoticeMe! please](//downloads.ctfassets.net/sxw14dxmazhg/5spgrEyI3yrNhUzIwLC7Cm/eab35186a1707f74cbd458d31457f773/TS_US_Notice_Me_Report.pdf)

## Sources:

1. [https://colorlib.com/wp/advertising-statistics/](https://colorlib.com/wp/advertising-statistics/)
2. Cowry Consulting. Memory EQ. 
3. [Ebiquity and the World Federation of Advertisers (WFA) report](https://www.marketingweek.com/advertisers-focus-performance/)


__Eleanor, Chair of Rise, the Teamspirit women & gender affinity network:__ As we approach International Women's Day (IWD) 2025 on March 8, it's a pivotal moment for women leaders to step forward in solidarity and help #AccelerateAction for gender equality. The current rate of progress suggests that it will take until 2158—roughly five generations from now—to achieve full gender parity, according to the World Economic Forum. This stark reality underscores the urgent need for action.

Focusing on the need to Accelerate Action emphasises the importance of taking immediate steps to achieve gender equality. It calls for increased momentum and urgency in addressing the systemic barriers and biases that women face, both in personal and professional spheres. Here are seven ways that our team of leaders are already contributing to the cause:

### 1. Sandy Downs - Senior Account Director and Head of DE&I: Advocate for Policy Changes
With the global winds of change blowing against DE&I, now is the time for women leaders to step up and use their platforms to advocate for policies that promote gender equality. This includes pushing for equal pay, parental leave, and anti-discrimination laws. It means ensuring their businesses are tracking and reporting on gender pay gaps, ethnicity pay gaps, and disability pay gaps. By influencing policy, we can create a more equitable environment for all women at a structural level, which can’t change with a political gust.

### 2. Montserrat Tojeiro - Managing Director: Mentorship and Sponsorship
Mentorship and sponsorship are crucial in helping women advance in their careers. Women leaders can mentor young women, providing guidance and support as they navigate their professional journeys. Sponsorship, on the other hand, involves actively promoting and advocating for women in the workplace, helping them secure opportunities for advancement.

### 3. Sam Turner - Head of Client Services: Promote Inclusive Workplaces
Creating an inclusive workplace culture is essential for gender equality. Women leaders can champion diversity and inclusion initiatives, ensuring that all voices are heard and valued. This includes implementing mentoring talent, training programs on unconscious bias and actively fostering an environment where women feel safe and supported.

### 4. Sarah Lewis - Social Strategy Director: Build a Positive Online Voice 
The digital landscape is evolving, and women leaders have the opportunity - and responsibility - to be a force for good on socials and beyond. This includes being a visible voice for feminism, and also uplifting female voices. 

### 5. Ursula Delaney - PR Director: Support Women's Education and Development
Investing in women's education and professional development is key to closing the gender gap. Women leaders can support initiatives that provide women with the skills and knowledge they need to succeed. This includes scholarships, training programs, and networking opportunities.

### 6. Jo Preston - Group Board Director: Raise Awareness and Challenge Stereotypes
Raising awareness about gender inequality and challenging stereotypes is vital. Women leaders can use their influence to highlight the achievements of women and challenge the societal norms that hold women back. By changing the narrative, we can inspire the next generation of female leaders.

### 7. Fiona Couper - Chief Marketing Officer and ESG Lead: Collaborate and Build Alliances
Collaboration is crucial in the fight for gender equality. Women leaders can build alliances with other organizations, both within and outside their industries, to create a united front. By working together, we can amplify our impact and drive meaningful change.

### Conclusion
The journey towards gender equality is long, but by accelerating action, we can speed up the rate of progress worldwide. As women leaders, we have the power and responsibility to drive this change. Let's step forward in solidarity this International Women's Day and commit to taking swift and decisive action to achieve gender equality. Together, we can create a more equitable future for all.


Accelerate Action for Gender Equality: A Call to Women Leaders

Slowly but surely, the view of cryptocurrency as a fringe asset embraced only by a loyal, speculative few is changing. This switch in sentiment is being driven by several factors, with one of the most influential being the development of proper regulatory frameworks to support cryptocurrency. Whilst the average consumer might not be overly invested in the technical details of regulation, the knock on effects for the wider economy must be considered. Recent months and years have seen the UK’s two biggest trading partners, the US and EU surge ahead of them in the development of regulation that provides clarity, consumer protections and encourages investment. 

## What's been going on abroad?
Readers of the financial news and market analysts witnessed a big shake up in Crypto markets at the back end of last year. The re-election of former President Donald Trump sent markets soaring across the board with none benefitting more so than crypto markets. Bitcoin, the world’s most universally recognised digital currency, broke the $90,000 barrier, and the total global market value of Cryptocurrency climbed above $3 trillion for the first time in three years. This renewed enthusiasm was fueled by the expectation that the incoming President will continue his ‘pro-crypto’ stance, encouraging widespread adoption of the asset class by American businesses and streamlining compliance requirements. 

Meanwhile in Europe, the Markets in Crypto-Asset regulations (MiCA) have taken full effect across the EU, providing cryptocurrency firms, investors and consumers alike with a clearer set of rules and boundaries that are to be followed. Whilst some Crypto leaders, especially the less established players, will view much of the regulation as overly burdensome and as a drag on investment, having a clear framework dedicated to the asset class is undoubtedly a step in the right direction. A step that the UK has yet to emulate. 

## What’s going on at home? 
In short, not as much as our counterparts in Europe and America. Last year the FCA only regulated four new cryptocurrency firms in the UK, including a full 6-month patch where not a single new firm was authorised. As with any type of business regulation, there is of course a difficult balancing act to strike between ensuring consumer protection, preventing market abuse and encouraging innovation. But if the UK wants to continue living up to its moniker as one of the world's ‘Financial Capitals’ then one would think more has to be done in this space to prevent falling well behind our peers. 

Whilst not without its challenges, Crypto offers the potential for faster international transfers, greater transparency and lower transaction costs. These positives, coupled with recent research from the regulator revealing that 12% of UK adults now own a form of cryptocurrency, offers ample evidence that this growing sector of finance needs to be embraced.

## Steps in the right direction?
Despite the slow start, positive steps are being made in the right direction. The FCA recently regulated two significant players in the Cryptocurrency space, Coinbase and Bitpanda, with the former noting that the UK has quickly grown into their largest market outside of the US. Furthermore, the FCA also announced that their full cryptoasset regulatory regime is due to go live in 2026, providing standardised rules for Crypto firms operating in the UK and therefore bolstering market integrity. 

The UK has long been the home to innovative, world beating financial services companies, from high street giants like Barclays to emerging fintechs like Monzo. Moreover, the FCA itself has proven itself to be a pioneering innovator, with their fintech regulatory sandbox proving so successful it has been implemented by several other nations. If the right regulatory balance is struck, there is no reason why the UK cannot also be home to pre-eminent Cryptocurrency firms of the future.

## Key stats 
- Bitcoin - broke 90k dollars for the first time and global markets value topped 3 trillion usd for the first time in three years - [https://www.qmul.ac.uk/media/news/2024/hss/why-donald-trumps-election-win-fuelled-a-stock-market-surge.html](https://www.qmul.ac.uk/media/news/2024/hss/why-donald-trumps-election-win-fuelled-a-stock-market-surge.html)
- Criticism of MICA - [https://www.ulam.io/blog/mica-regulations-and-their-impact-on-the-crypto-industry](https://www.ulam.io/blog/mica-regulations-and-their-impact-on-the-crypto-industry)
- UK being sluggish on approvals - [https://www.cityam.com/the-uk-is-at-a-crypto-crossroads/](https://www.cityam.com/the-uk-is-at-a-crypto-crossroads/) 
- Coinbase approval and statistics - [https://coinmarketcap.com/academy/article/f632bdd5-6b46-48b1-b473-5cfee459c281](https://coinmarketcap.com/academy/article/f632bdd5-6b46-48b1-b473-5cfee459c281)
- Bitpanda approval - [https://www.cityam.com/bitpanda-shake-up-uk-crypto-market/](https://www.cityam.com/bitpanda-shake-up-uk-crypto-market/)

The view of cryptocurrency as a fringe asset embraced only by a loyal, speculative few is changing. Here’s what’s been going on and why the FCA may yet be a pioneering innovator in the space

Why the UK is playing catchup in the race for Cryptocurrency infrastructure

Celebrating our 30th year with our 30 Series, this month we take a look at the stories that mattered.

Since Teamspirit launched in 1995, the UK’s financial services sector has been transformed. Not only are ways of working almost unrecognisable, accelerated by technology and changes in attitude, but the industry landscape has been shaped by headline-grabbing events, regulation, and product innovation.

As our timeline across the three decades shows, the journey to today has been quite remarkable.

[View the timeline here](/30-years-timeline)

To celebrate our 30th birthday, we're looking back at some significant financial moments over the last 30 years. Which stand out to you?

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. 

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

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