The new rules of attraction – re-inventing super’s brand

Spotlight on Member Engagement in Super: Wednesday 12 September, Melbourne

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If the recommendations of the Productivity Commission come to pass, the super landscape could well be remodelled. What does that mean for the future of funds and how they engage members?

Member engagement remains the industry’s holy grail but is our messaging stuck in the past? Do we need to re-invent and re-invigorate the ‘brand’ through the right mix of marketing, communication and education? Is super moving towards more of a branded relationship with its members rather than a transactional one?

This Spotlight on Member Engagement in Super event will look at how other industries and organisations have responded in the face of real or perceived disruption to resonate with their audience or, indeed, to attract a new one.

Do we need to revisit the ‘rules of attraction’? How do we craft the optimal messages to ‘turn on’ our members? As funds change from a product to a customer-focused model, what are the implications for fund offerings?

We’ll look at the role data and technology can and should play in providing actionable insights as well as what influences people when making a decision about a superannuation provider (HINT – it’s not all about digital tools). What outcomes is a fund trying to drive and how can they set themselves up for success through engagement?

Confirmed speakers and chairs include:

  • Pete England, Product Owner – Partnerships & Execution, NAB
  • Alex Ulrich, Sales Director, Financial Services, Salesforce
  • Julian Plummer, Managing Director, Midwinter
  • Umberto Mecchi, Chief Marketing Officer, HOSTPLUS
  • Marcus Field, Group Head of Marketing, OneVue and No More Practice Education
  • Adam Schwab, Co-founder and CEO, Luxury Escapes
  • Naomi Shepherd, Group Industry Director, Facebook & Instagram
  • Kareene Koh, Partner, Deloitte
  • Kim Anderson, General Manager, NAB Labs
  • Vanessa Stoykov, CEO, Evolution Media Group
  • Mario Garrido, Head of Brand & Behaviour Change, AustralianSuper
  • Richard Body, Head of Digital, Willis Towers Watson
  • Damian Blumenkranc, CEO, Creativa
  • Marcus Field, Group Head of Marketing, OneVue and No More Practice Education
  • Harald Lohe, Sales Manager, Financial Services, Salesforce
  • Callum Tod, General Manager Digital Strategy, HESTA

 Download program  Download speaker bios

Who should attend?

This event is a must attend for leaders in the industry including CEOs, COOs, chief technology officers, chief digital officers, chief engagement officers, heads of HR, marketing, legal, risk and compliance managers, managers of products and strategies, leaders of member services including online services, financial planners and advisors, trustee directors, lawyers, administrators and custodians.

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Wednesday 12 September 2018
9.00am registration for
9.30am start.
Concludes at 4.50pm.
Networking drinks until 5:30pm.


NAB, The Arena
700 Bourke Street, Docklands
Melbourne VIC 3008

Price (inc GST)

Member: $775
Non-member: $905
Are you an ASFA Emerging Leader?
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to get 10% off your registration.


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CPD Points

This event qualifies for eight Continuing Professional Development (CPD) points for members of ASFA’s Professional Accreditation Program.


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