Continuing The Black Swan Podcast with second first episode, we sat down with Alex Murphy, the former Marketing Director for the FTSE 100, Admiral Group, and currently the Co-Founder of Balance – The Financial Services Digital Marketing Agency, and discussed all things marketing and brand, with a focus on staying true to brands values, understanding audience behaviours and the impact of video production. 

Click here to listen to the audio alternative of this episode on Spotify. For context, Black Swan Productions produces branded content, including creating thought leadership content similar to this podcast. We hope you find this episode enjoyable, and feel free to reach out if you're interested in joining the podcast or for any other reasons at contact@blackswanproductions.co.uk

0-0:48: Introduction

0:48-1:33: Who is Alex and his current job.

1:33-:2:20: Alex's career journey.

2:20-3:35: Core values and how they impact his marketing and leadership.

3:35-5:07: Becoming Head of Marketing at Admiral.

5:07-8:38: Proudest career movement so far.

8:38-10:08: How to ensure a financial services brand has a distinctive voice.

10:08-11:43: Evolving a brands identity whilst staying true to their core values.

11:43-13:02: Emotive campaign that landed and the importance of building trust.

13:02- 14:20: What the best emotive campaigns do right.

14:20-18:52: Measuring customer loyalty and customer return preference.

18:52-23:55: Overcoming challenges financial services companies face.

23:55-26:32: The importance of video production and building trust with an audience.

26:32-27:53: Key campaigns with video production.

27:53-29:15: Importance of data in marketing.

29:15-30:40: Practice tips for utilizing data.

We were delighted to have Alex on The Black Swan Podcast and we enjoyed discussing thought leadership content and financial services content. At Black Swan Productions, we have produced a variety of projects in both of these categories. Firstly, we've produced many educational projects, but with thought leadership, we've done lots of work with Sinclair's Law in Cardiff. In particular, evolving their video podcast, where a live podcast on Facebook hit almost 7,000 viewers. Overall, increasing viewership and leading to increased inquiries. We produced a brand video for V12 Retail Finance, a fantastic financial services organization based in Cardiff. Instead of doing the cliché talking head interviews to promote their cycle financing, we decided to produce a brand story that is engaging and authentic.