Future of Finance Marketing – Details, episodes & analysis

Host Jason Keath speaks with Allen Plummer, Global Head of Content at The Carlyle Group, about how the firm strategically uses owned media, LinkedIn newsletters, podcasts, and video content to build influence in private markets.

Timestamps:

02:41 - Owned media

06:26 - LinkedIn newsletters

09:20 - Podcast content

15:39 - Video and multimedia

19:27 - High-production vs low-fi

26:01 - Is YouTube underutilized in finance marketing?

29:51 - AI impact on discovery

32:28 - Career lessons

Resources & Links:

* The Carlyle Group: https://www.carlyle.com

* Allen Plummer on LinkedIn: https://www.linkedin.com/in/allenplummer

* Future of Finance Marketing Podcast: https://futureoffinancemarketing.com/

Join The Conversation:

Subscribe to Future of Finance Marketing on Apple Podcasts, Spotify, or other podcast platforms.

Connect with Jason Keath on LinkedIn for more insights on finance marketing trends: https://www.linkedin.com/in/jasonkeath

2025 Creative Trends Report

Learn which creative content tactics are breaking through and outperforming headed into 2025? We'll discuss how creative trends are impacting brand, social, content, and performance — in finance and beyond.

Presented by Jason Keath, Co-founder of Social Fresh

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.

In this episode, Temeka Easter Rice, Head of Social Media at Vanguard, shares her creative process, the power of cultural awareness, and how goal setting with accountability can elevate careers. Below are a few takeaways—listen to the full episode for more insights.

The Six “I”s of CreativityTemeka approaches creativity with her “six I” framework: Investigate, Imagine, Involve others, Innovate, Impact, and Ignore the noise. Whether it’s dreaming big or tuning out naysayers, these steps offer a roadmap to meaningful, impactful work. Her advice? Start with a blank sheet of paper: "I like to draw arrows, process maps, ideas, and circle things. That’s where my ideas start from."

The Right Accountability PartnersFor Temeka, goal setting is more than writing down aspirations—it’s about accountability. She works with a trusted partner to reflect quarterly on progress in five areas: financial, professional, spiritual, relational, and physical goals. She notes, "Having an accountability partner who listens without judgment has been key to my success."

Expanding Beyond Your BubbleTemeka emphasizes stepping outside personal interests to truly understand culture: "Culture is all around us, but it’s also about groups we’re not a part of." Her advice? Explore communities, music, and experiences beyond your comfort zone to stay relevant and informed.

Knowing When to Stay or GoOne standout piece of career advice? Define what you want to accomplish in any role and what experiences you hope to gain. This dual focus helps determine when it’s time to move on: "It helps you say, ‘I did what I came to do. It’s time to grow.’"

Play the full episode for much more, including how to leveraging TikTok and AI for Innovation. Also, a fun fact: Temeka’s middle name is “LaJoy,” so it’s no surprise that she emanates positive energy—be sure to tune in!

Follow Vanguard’s social channels to stay updated with Temeka’s work.

See You At The SummitCatch Temeka’s panel, Organic Social Strategies and Future-Ready Tactics for Finance Brands, at the summit, Future of Finance Marketing.

Upgrade for On-Demand access here and rewatch all the sessions.

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.

In this episode, Ted Harrison Founder of neuemotion, dives into science-backed creative ideas, the power of nonlinear storytelling, and leveraging AI to discover unique trends. Plus, he shares career advice for anyone ready to advance. Below are some key takeaways—play the full episode for more insights.

Do You Even Want To Do This?

In Ted’s book Entrepreneurial Creative, he shares a seven-question rubric for validating ideas, asking questions like, "Is the process by which this idea is going to come alive scalable?" and "Do I even want to do this?" This ensures ideas are both feasible and aligned with the team's goals.

Start in the Middle to Boost Engagement

Nonlinear storytelling is the opportunity area right now. Ted explains, "We don't know when our audience is jumping into the story, so how can we tell a part that is just interesting enough at any insertion point for them to want to find out the rest?" Craft narratives that intrigue viewers at any entry point. Watch Christopher Nolan films to see this in action (e.g., Oppenheimer, Interstellar).

Feeding AI for Better Insights

Ted uses AI tools like ChatGPT to process large volumes of data and uncover unique trends. He explains, "I've been downloading every trends report that comes out and feeding it constantly into AI to understand holistically what everyone is saying... and asking, what are the outliers here?"

Perception is the Reality For Your Career

Reflecting on advice that transformed his career: "The perception of you is the reality of where you're at in your career." Ted explains how this pushed him to transition from being seen as someone detail-oriented who executes to a broader thought leader: "You need to pull yourself out, provide some thought leadership... and communicate more broadly."

Tune into the full episode for more, including why Ted doesn’t disregard people who have been wrong about trends (and what we can learn from them). Plus, what today’s digital footprints might mean for the future.

Follow neuemotion on social to stay up-to-date with Ted’s work.

See You At The Summit

Upgrade for On-Demand access here and rewatch all the sessions.

We’re proud to partner with neuemotion to bring you this training.

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.

In this episode, Zontee Hou, Managing Director at Convince & Convert, shares insights on customer loyalty, visualizing big projects with Kanban, leveraging ChatGPT to refine ideas, and building your community. Explore the highlights below and play the episode for the full story.

This is Personal: The Work Behind The WorkAs trusted advisors, Zontee and her team use consumer insights to generate customer loyalty. She explains that “88% of adults expect brands to engage based on a shared history.” Begin by asking, “What are the needs of the audience?” and ground your thinking in Maslow’s Hierarchy of Needs.

Organize with a Kanban SystemFor larger projects, like writing her book Data-Driven Personalization, Zontee uses the Kanban framework (e.g., Infinity, Trello, Airtable) to map and categorize content. Start with notes in a Google Doc, then move to a Kanban board to better organize information and visualize examples.

Use ChatGPT as a Reaction ResourceCraft prompts to spark responses that clarify your ideas. It’s great for getting out of your head and recognizing where you stand against the consensus—because ChatGPT reflects the broader view not the creative solution. In our roles, we likely “have feelings about the consensus.”

Introverts: Don’t Be Afraid to Ask!Zontee discovered the power of “networking out” by asking, “Do you know someone in X industry I could connect with?” Over time, her outreach grew up to 12 levels deep. Even if it feels unnatural, ask, “Who would you recommend I speak to?” and follow up with, “Could you connect me?” Many people are more “generous of spirit” than you’d expect.

Tune in for more of Zontee’s insights including why “cool” doesn’t automatically connect, along with her recommended reading list and go-to podcasts.

Follow Convince & Convert on social to stay apprised of her latest projects.

See You At The SummitJoin Zontee for her session, Turning Data Into Connection: Personalized Marketing in Finance, at the summit, Future of Finance Marketing.

Upgrade the On-Demand access here and rewatch all the sessions.

In our pre-show interview series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.

In this episode, Nathan Allebach, Social Lead at Ramp, shares insights on streamlining creative assets, emphasizing iteration, and embracing curiosity over bias. Below are a few highlights. Tune in to the episode for the full story.

Invest in the "Upfront" Stage of Creative WorkAt Ramp, “time is money,” and Nathan kicks off new projects by diving into audience research and creative audits, followed by brainstorming ideas with wordplay and puns. Paraphrasing Mad Men’s Don Draper, “Think about it like crazy and then don’t think about it.”

Taxonomy: Keeping Your Memes on the ShelfThink of your creative resources like books on a bookshelf. Organize memes, ads, and content for easy reference, adding value to future projects.

Iteration is Key: Don’t Overthink ItNathan discusses doing time/value math. “Between our salaries,” how much of our collective time does this one piece of content merit? Be mindful of where you invest your energy and avoid over-committing to content that doesn’t deliver the impact you need. Just post and iterate. You learn by doing.

Replace Bias with CuriosityThe Scout Mindset by Julia Galef is on Nathan’s recommended reading list. Instead of falling back on “factory settings,” embrace curiosity when encountering new ideas or challenges to pre-existing beliefs. The author proposes trying to retrain your brain, when you see things that are outside of your bubble, and approach them with curiosity—instead of a black and white mindset.

Press play to learn more about Nathan’s go-to resources (like the Per My Last Email podcast) for staying connected to the zeitgeist—without getting stuck in the “the slop”—and his strategy for more mindful media consumption.

Follow Ramp on social to see what Nathan is currently working on.

See You At The SummitJoin Nathan for his session, Organic Social, at the summit, Future of Finance Marketing.

Upgrade for On-Demand access here and rewatch all the sessions.

In our pre-show interview series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.In this episode, Social Lead at Stripe, Nick Dimichino dives into creativity and decision-making, sharing insights on cultivating your instincts and defending bold ideas. Below are a few highlights, but press play for all the strategies, stories, and recommendations.

Get Up & Let Your Ideas IncubateStripe “aims to increase the GDP of the internet,” and in his role, Nick doesn’t sit at his desk to come up with new ideas. Stepping away from the work—showering or doing the dishes—is often when ideas come together. He knows “time is the best solve for creativity.” Defending Bold IdeasOver 15 years, Nick has cultivated a strong gut instinct for decision-making and he knows how to defend his ideas. He’s not afraid to "go to the mat" for what he believes in—even telling a former head of comms they’d have to drag his "lifeless body out of the building” before Nick would give in. If you’ve fought for social in the trenches, you get this!

Unexpected Lesson from Anti-AdviceAn old boss with a bad take ended up validating a decision Nick had made. It led to some of the best work of his life.

The ToolKit In social, we need a broad range of tools and skills. Nick uses Figma (for everything from professional projects to personal gifts) and CapCut for video creation.Tune in for more, including Nick’s podcast recommendation, and connect with Stripe on social to stay up-to-date on his work.

See You At The SummitJoin Nick for his session, Organic Social Strategies, at the summit, Future of Finance Marketing.

Upgrade for On-Demand access here and rewatch all the sessions.

As we countdown our virtual summit, Future of Finance Marketing, we’ll be sharing some pre-show interviews with our speakers and partners — real talk from people in the trenches.

The summit took place Feb. 11-12, 2025. If you’re listening to this after the event, you can still catch all the great content and speakers on demand.

Get the On-Demand pass to watch all the sessions.

Unlocking Organic Social: Future-Ready Tactics for Finance Brands

A discussion on which strategies are currently increasing visibility, driving authentic engagement, and building stronger connections with consumers. Including short-from video, creator content, and risk-taking.

Panelists include:

* Jason Keath, Social Fresh

* Nathan Allebach, Ramp

* Temeka Easter Rice, Vanguard

* Nick Dimichino, Stripe

* Jack Richards, Onclusive

Content Strategies for Tomorrow: How to Engage the Right Audiences

Discover the innovative content strategies top brands are using to build stronger customer connections. Explore how modern finance audience journeys have evolved, which content formats are gaining traction, and how personalized storytelling is driving better results.

Panelists include:

* Jason Keath, Social Fresh

* Mallory Russell, Square

* Abel Flint, JPMorgan Payments

* Zontee Hou, Convince & Convert