Navigating layers of feedback and competing priorities is challenging enough for marketers. But what happens when the industry you operate in is governed by strict regulation, red tape and intense public scrutiny?
Beyond the usual campaign pressures, marketers working in tightly regulated sectors must carefully navigate social media, influencer partnerships, and bold creative ideas within strict boundaries.
And while AI is increasingly being added to the marketing mix to drive efficiency, human oversight remains essential, not only to prevent costly errors but also to protect hard-earned brand credibility. So where does innovation fit in when regulation sets the rules?
That question lies at the heart of our new week-long focus series on marketing in regulated industries, delivered in association with integrated marketing and communications agency BIG Partnership.
Over the coming days, we’ll explore how brand marketers say they are maintaining trust while striking a delicate balance between creativity and compliance, and the regulatory realities they are facing right now.
Our coverage draws on insights from a recent roundtable hosted at PwC’s Manchester offices on 4 February, which brought together senior leaders from Lewis Silkin, Northern Accountants, Together Money, Glaisyers Solicitors, Vista Insurance, Mydentist, Maxwellia, DF Capital, PwC and BIG Partnership.
“BIG has a rich history of supporting organisations within the regulated sector. Prolific North gave us the perfect platform to bring together a group of marketing leaders and allowed us to not only share our thoughts and experience but hear from others on how they are navigating challenges,” said Joel Bransfield, commercial operations director at BIG Partnership. “It was a great session and we left feeling inspired by the topics discussed.”
With pressure mounting from regulators and internal compliance teams, the roundtable discussion centred on trust, transparency, and transformation.
Leaders shared how their organisations protect brand reputation, approach social media, embrace innovation, and navigate the growing role of AI, all while keeping compliance front and centre.
So how do marketers tell compelling stories when certain details are off-limits? And how do they deliver standout campaigns in categories where playing it safe often feels like the default? These are the questions we’ll be unpacking throughout the week, drawing on insights from brand marketers, compliance leaders, and agency experts.
Tomorrow, we’ll be looking at how brand leaders are building trust and navigating social media, how they’re using influencers, and the power of building long-term credibility.
