In January 2025, Cameron Walters, Head of Customer Success, had the privilege of attending the Financial Communications Society's Race for Kids Marketing Summit at Stowe Mountain Resort in Vermont. Marking the event's 25th anniversary, the summit brought together leaders from financial brands, media partners, and agencies to exchange insights and advance the industry collectively.

Beyond fostering thought-provoking conversations, the Race for Kids is a cornerstone event for the FCS’s charitable efforts, raising significant funds for children’s charities. Witnessing our industry unite for such a meaningful cause was both inspiring and impactful. At the time of writing, the event has raised over $25,000, but this is a figure expected to grow in the coming weeks. Please see below for more information on the fantastic charities that the FCS supports:

The summit tackled key themes such as leveraging AI, redefining content strategies, and balancing performance and brand marketing. Here’s a closer look at the discussions and their implications for modern marketing and SmartMatch.

The Role of AI in Marketing

As expected, artificial intelligence (AI) was a central topic, with discussions ranging from its current applications in financial institutions to its potential impact on content workflows. Senior executives shared how their teams are incorporating AI into daily operations and measuring its effectiveness, signaling a shift from cautious skepticism to proactive adoption.

At SmartMatch, AI is integral to our product. Recently, we transitioned to a cutting-edge system powered by Large Language Models, enhancing our semantic understanding of content. This advancement has significantly improved match quality for our clients. The growing acceptance of AI among industry leaders is a validation of our efforts and underscores its transformative potential.

Balancing Brand and Performance Marketing

For marketers, balancing brand awareness with measurable performance is a perennial challenge. At the summit, discussions centered on defining success and presenting meaningful metrics to stakeholders.

Performance metrics—like Click-Through Rates (CTR), Cost Per Acquisition (CPA), and Conversion Rates—track short-term campaign actions. In contrast, brand metrics—such as Brand Awareness, Share of Voice (SOV), and Brand Equity—assess long-term health and perception.

Conversations in Vermont suggested that both sets of metrics are critical and must be used in tandem to craft effective marketing strategies. Yet, achieving the right balance remains a complex, unresolved dilemma for many marketers. This was highlighted and ear-marked as a priority for the upcoming year, with a commitment from senior executives to collaborate in the next twelve months on tackling this dilemma.

Here at SmartMatch, we aim to align our measurements and metrics in accordance to individual client and campaign KPIs, but this is something that we are continuing to evolve, and we encourage all of our partners to reach out on how we can best measure success for your next SmartMatch campaign.

The Power of Context and Cultural Relevance

One recurring theme was the importance of contextual marketing: placing the right message in front of the right audience at the right time. At SmartMatch, we emphasize the value of aligning content with the appropriate context - whilst this has traditionally been leveraged at the top of the marketing funnel, the summit highlighted the importance of context throughout the funnel and how this could be done. For SmartMatch, this presents a plethora of future opportunities and indicates where the power of context could take the industry as a whole.

Interestingly, speakers at the summit also explored the value of juxtaposition. Brands were encouraged to experiment with unexpected placements—such as leveraging sports partnerships, cultural moments, or influencers—to reach untapped audiences and stand out in crowded markets.

Building Meaningful Brands and Partnerships

Finally, the summit highlighted the need for brands to be meaningful—not just to clients but also internally. Authenticity, transparency, and strong communication are essential for transforming transactional collaborations into lasting partnerships.

SmartMatch prides itself on delivering a personalised experience. Whether working with agencies, media partners, or direct clients, we focus on providing exceptional service throughout every campaign. It was reassuring to see senior executives champion these values, affirming the advantages of maintaining close, transparent relationships. Regardless of whether you are a long-standing partner or if this is your first SmartMatch campaign, these values will always be a fundamental part of our company philosophy.

Looking Ahead

The FCS Race for Kids Marketing Summit was a remarkable event, filled with actionable insights and meaningful discussions. From the evolving role of AI to the enduring challenges of balancing brand and performance metrics, the summit underscored the dynamic nature of our industry.

We’re excited to continue incorporating these learnings into our work at SmartMatch and to push the boundaries of what’s possible in marketing.

Thank you to everyone at the FCS who made this such a fantastic event, and we can’t wait to come back next year for more stimulating discussions, new connections and, of course, fantastic skiing!