From fax campaigns to gen AI: Insignia Financial’s Renee Howie on building brands, leading with creativity and embracing change

For this month’s ADMA Spotlight, we spoke to Renee Howie, Chief Customer Officer at Insignia Financial, about her diverse career across global markets, the evolution of marketing tech, and why creative cut-through still reigns supreme.

To start off, can you tell us a little about your career to date?

I didn’t start in marketing. My career began as a journalist at the Australian Consolidated Press. But it didn’t take long to realise I wanted to do more than telling stories - I wanted to solve problems. That led me into marketing consultancy and eventually to financial services. I’ve spent the last 25 years building brands, strategies and teams that drive real business outcomes.

From Macquarie, CommBank and AMP in Australia to BlackRock in Hong Kong, I’ve worked across B2B and B2C, from retail banking to wealth and institutional advice. I’ve built functions from scratch, scaled global programs and reimagined legacy brands.

I also spent some time out of my comfort zone as Head of Marketing at Optus. That experience taught me a lot -  it took me outside financial services and deepened my understanding of retail marketing, technology and data.

Now at Insignia Financial I lead all customer touchpoints across marketing, digital, corporate affairs and our advice businesses. It’s been a long journey but I’ve loved every minute.

What have been a few of your professional highlights along the journey?

Marketing has evolved massively.

I think back to my first campaign, which was a fax blast. Now we’re using data platforms with automated nudges and hyper-personalised creative. I’ve seen the shift first-hand and been lucky enough to help lead it.

Working at BlackRock, translating global strategies for 11 diverse markets as well as rebuilding the AMP brand were also huge highlights for me. Both massive responsibilities and even bigger opportunities.

But what all of these experiences had in common was that they were with businesses that understood the value of marketing, which is such a privilege and admittedly, not always a given. Environments like that are where you truly get to innovate, lead and drive impact.

How important is maintaining and growing your marketing skill set in today’s marketing environment? How do you approach this for you and your team?

It’s critical. And very exciting.

I’m a big believer in building trusted networks. Some of my best learning has come from CMO peers around the world - people who aren’t competitive and share openly and honestly. I can text peers in different parts of the world and get honest, practical advice I might not be able to find in a case study.

I also encourage my team to keep their “eyes up and eyes out” - stay curious, go to events, look beyond our own category and absorb as much as you can. It’s not about copying another business but seeing how others are connecting with audiences and asking what we can learn from that.

What is the one thing you wish you’d learned earlier in your career?

I wish I had realised that there’s no point sweating the small stuff. I used to obsess over every tiny detail early in my career. But in marketing, urgency is sometimes self-imposed and it’s important to keep things in perspective. The job’s more fun once you realise that.

What is going to have the biggest impact on marketing over the next few years? How are you preparing for those changes?

Without a doubt, generative AI.

Its potential to personalise, optimise and scale marketing is game-changing. But as a business, we don’t see AI as a replacement for people - we see it as a way to enhance what we do. We’re exploring how it can sharpen our communication, help build trust and deliver better outcomes for our members.

We’re actively embedding AI into our strategy - not as a bolt-on, but as a core capability.

What do you think are the biggest challenges confronting marketers today?

There are two big ones: data and creative cut-through.

Legislation is evolving and many businesses don’t have their data where it needs to be for marketers to use it effectively. Getting the tech and data stack right is still a huge job.

The other big challenge is cut-through. Audiences are overwhelmed. In industries like superannuation, the media spend is massive but you can’t outspend everyone. You have to out-think them. Great creative matters more now than ever.

What’s the best piece of advice you would give to a university graduate starting their first role in marketing?

Care less about the job title and more about how you show up. No one remembers your first role -  they remember your energy, curiosity and willingness to learn.

Be humble and useful. Get stuck in. That’s what gets noticed and opens doors.

Why are organisations like ADMA so important for the wider media and marketing industry?

Because connection and perspective matter.

ADMA creates the space for marketers to network, learn and see what’s happening beyond their own walls. It brings the outside in - whether that’s through events, training or industry insight. And in a field that’s constantly evolving, that’s essential.

Last of all, what do you enjoy doing outside of work?

My husband and I ride a motorbike around the world - I sit on the back, he drives. It’s a very real way to experience the world: you’re in the smells, the sounds, the heat. We’ve done Europe, the US and are heading to the Pyrenees next.

I also play netball - not well but I love it. Team sports teach you how to work together, play your role, and lift the people around you. It’s just like work, really.