Reflections on the Financial Services Marketing Leaders’ Summit, Dubai
John Saunders, CEO, Origination
HERE ARE THE KEY IDEAS I SHARED, BASED ON Over 30 years OF DELIVERING EXPERIENCES THAT ARE NOT JUST EVENTS, BUT PLATFORMS TO DO BUSINESS.
1. What makes an event valuable in financial services?
In this sector, an event is only valuable if it creates a genuine platform to do business. Every element – content, audience, format, environment – must be designed with outcomes in mind. It's not about the glitz. It's about creating the right conditions for people to build relationships, generate opportunities, and move the dial on strategic goals.
2. How do you make sure an event drives ROI – not just awareness?
We start at the other end. Rather than beginning with content, we ask: what would success look like commercially? Then we reverse engineer everything from there. Who needs to be in the room? What conversations should happen? What follow-up is required? We've seen a £3m event lead to £30bn in business opportunities—not by chance, but through careful design.
3. What should CMOs and Heads of Events in FS prioritise when choosing their strategy?
Don’t tick boxes. Ask tougher questions:
• Does this event give us commercial leverage?
• Will it help build deeper relationships with clients or prospects?
• Are we positioning ourselves in the right conversations?
It’s not about doing more – it’s about doing the right things with a clear line of sight to strategic outcomes.
4. How have client expectations changed post-pandemic?
Clients now expect purpose and exclusivity. There’s no appetite for filler – they want experiences that feel worth their time. That might mean learning something valuable, meeting someone new, or progressing a deal. One speaker used a brilliant analogy: clients now want a Birkin bag experience – rare, intentional, and of lasting quality. Experiences need to feel curated, not off-the-shelf.
5. What’s the one principle you always come back to when planning an event?
The goal is never the event – it’s what the event unlocks. When done right, it becomes a catalyst. It should feel personal, not generic. High-value, not high-volume. Experiences that create momentum, build trust, and open doors are the ones that deliver meaningful return.
