The importance of brand identity, content saturation and the growth of digital

The discussion, which was hosted at the Wellington Management offices in London, started with Niklas Tell, founder and chief content officer at Tell Media Group, asking the participants how they structure the operation and what’s in the marketing “box” at their firms?

Sarah Cadden: “At Janus Henderson, we report into sales and it really is a partnership in the day-to-day activity. It’s a global operation but with channel responsibility.” Silvia Sechi: “At Wellington, the client group function consists of sales, client servicing team and marketing, all under the same department, with the common objective to provide the best-in-class investment strategies and service to our existing clients, fiduciaries and prospects.” Elisabeth Nygren Bell: “Marketing is a global function at Blackrock and we have subject matter expert teams such as creative, content, event, digital and brand, which allows us to build expertise in house,