Ben Stuart – Chief Marketing and Communications Officer, Bank of the West
Drew Neisser – Founder & CEO of Renegade, strategist and writer
THE LOST ART OF DIFFERENTIATION
How Bank of the West made itself unforgettable
Wed 05/15/19
8:00AM - 9:45AM
Chicago Architecture Center

We all know how financial institutions in the Midwest set themselves apart. Or rather, how they often don’t. This session brings together marketing leaders from both our West and East coasts, to share a different story of differentiation.

Join us for an enlightening hour as New York-based Drew Neisser, AdAge CMO Spotlight columnist, podcast host, author and “CMO Whisperer,” converses with San Francisco-based Ben Stuart, Chief Marketing and Communications Officer for Bank of the West, dissecting the rationale for the bank’s socially engaged marketing campaign that’s brought purpose to the forefront and raised the ire of a few folks along the way.

We’ve all heard about doing well by doing good and civic/social-cause marketing. But leading with purpose and taking a stand for/against issues of public concern comes with risk. While more and more consumer goods companies are super-charging such philosophies (e.g., Nike, Gillette, Patagonia), few professional services companies–especially those in the traditionally conservative financial space–have taken such a bold stance.

Join us for a frank and edgy conversation about the development of the campaign, how decision-makers agreed to support it, its relevancy across the business with regard to employee and client communication, HR, sales and marketing as a growth engine. And hear the results this disruptive campaign has produced thus far for both the bank’s B2C and B2B audiences.


BEN STUART, Chief Marketing and Communications Officer, Bank of the West

Ben has more than 20 years of experience growing businesses and managing complex marketing programs for B2B and B2C companies. Prior to Bank of the West, Ben held the role of Chief Marketing Officer at Surescripts and Sutherland Global Services. During his many years in financial services, he has been VP of Advertising and Global Agency Relations at American Express, and he spent 10 years at the Charles Schwab Corporation. While at Charles Schwab, he was Senior VP of Brand and Digital Marketing, creating and leading the company-wide “Talk to Chuck” marketing program. He also served on the boards of the Charles Schwab Foundation and the Ad Council.

His marketing campaigns at Charles Schwab received numerous awards and recognition including an Effie Award and Grand Ogilvy Award from the Advertising Research Federation, as well as became the subject of a Harvard Business School case study. His work for Small Business Saturday at American Express won two Grand Prix at the Cannes International Festival of Creativity.

Earlier in his career he worked at global advertising agencies and spent five years managing the Procter & Gamble and Pepsi accounts across Central Europe, including Russia, Poland, Hungary and the Czech and Slovak Republics.


DREW NEISSER, Founder & CEO of Renegade

Drew is founder & CEO of Renegade, the NYC-based strategic boutique for B2B innovators. Uniquely wired as both strategist and writer, Drew has helped dozens of CMOs unleash their inner renegade and told the stories of over 325 marketers via the #2 podcast for CMOs called Renegade Thinkers Unite, his AdAge column, and his 1st book The CMO’s Periodic Table: A Renegade’s Guide to Marketing. His 2nd book, Renegade Marketing: A Ridiculously Simple Playbook for B2B Innovators will be released October 2019.

Counted among Brand Quarterly’s “50 Marketing Thought Leaders Over 50” for three years running, he has been a featured marketing expert on ABC News, CBS Radio, iHeart Radio and Tony Robbins’ podcast among many others. A dynamic speaker and moderator, Drew is deeply passionate about the role marketing can play to make our lives a bit better if not save the planet. He’s currently on the boards of the Urban Green Council and Duke Alumni Association. Drew lives in New York City with his wife, two kids and a French bulldog named Louie. An avid Ben Franklin fan, Drew’s favorite aphorism remains, “Well done is better than well said.”

Location
Chicago Architecture Center - 111 E. Wacker Drive, Chicago
Schedule
Reception 8:00AM - 8:45AM; Presentation 8:45AM - 9:45AM