How a surge in investment interest helped IG Group engage new audiences
Russell is the award-winning editor-in-chief of the UK's most prominent marketing title, Marketing Week, leading its multimedia development and team of journalists. A trusted authority on marketing issues, he regularly hosts and appears on panels at industry events. He is also a regular contributor to national television and radio shows on marketing issues. Prior to this he was Marketing Week's news editor.
In 2020 he also took on an expanded role with responsibility for the editorial programme of the Festival Marketing, the largest global event dedicated to brand marketers, where they can learn, celebrate and shape the future.
For further inspiration, go to g.co/think/searchsmarter
Step 1: Get to know your TikTok community and their codes
Russell Parsons
Editor-in-chief, Marketing Week and the Festival of Marketing
HOST
GUESTS
Rachel Varley
Senior industry manager, Google
Heidrun Luyt
Chief marketing officer, IG Group
Rachel is the lead partner to some of Google's largest advertisers, focused on step-changing their marketing teams into critical business functions using Google's technology. She has a particular passion and interest in automation, audience engagement and media diversification.
Heidrun has significant international marketing strategy and delivery experience across the finance, retail, consumer goods, and health and leisure industries. As chief marketing officer for online trading firm IG Group, Heidrun specialises in holistic and ongoing marketing transformation across people, processes and technology, to secure profitable and sustainable growth for the organisation. She strongly believes in agile marketing experimentation; data-driven, customer focused decision making; and empowering teams as the keys to business success.
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Season 2 - Episode 5
A podcast series created by Marketing Week and Econsultancy, sponsored by Google,
exploring how brands are transforming their approach to digital marketing - including customer service, ecommerce, Search and more
Investment platform IG Group's CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
How a surge in investment interest helped IG Group engage new audiences
S02-E05
more episodes
For further inspiration, go to g.co/think/searchsmarter
Mike joined IG in 2012 and, having started his career in accounting and financial analytics, has spent the last five years in marketing. Having first built IG’s marketing analytics function from the ground up, he has spent the last two years heading up IG’s in-house digital marketing function, during which time he has helped the business to increase new client acquisition by over 200% while reducing cost per new client by over 50%. He has a degree in statistics from the University of Glasgow.
Mike Logue
Global head of advertising,
IG Group
A podcast series created by Marketing Week and Econsultancy, sponsored by Google,
exploring how brands are transforming their approach to digital marketing - including customer service, ecommerce, Search and more
Russell is the award-winning editor-in-chief of the UK's most prominent marketing title, Marketing Week, leading its multimedia development and team of journalists. A trusted authority on marketing issues, he regularly hosts and appears on panels at industry events. He is also a regular contributor to national television and radio shows on marketing issues. Prior to this he was Marketing Week's news editor.
In 2020 he also took on an expanded role with responsibility for the editorial programme of the Festival Marketing, the largest global event dedicated to brand marketers, where they can learn, celebrate and shape the future.
Russell Parsons
Editor-in-chief, Marketing Week and the Festival of Marketing
HOST