I’m a marketing leader with over 20 years of experience in B2B professional services marketing. I believe that brand is the ultimate growth accelerator, especially when it’s championed by a high-performing team committed to doing things differently. 

As the Global Head of Marketing at Mourant, I blend creativity with strategic rigor to drive commercial growth, shape compelling brand narratives, and elevate the client experience at every touchpoint.

My passion for brand marketing goes beyond standard campaigns. I’m always looking for ways to stand out in crowded markets, whether that means turning fresh ideas into global initiatives or leveraging data and technology to optimise results. 

Leading an international, multi-disciplinary marketing team, I focus on building a culture of collaboration, inclusivity, and continuous learning—because the best marketing outcomes come from inspired, empowered people working together.

Above all, I believe in pushing boundaries, both in how we engage clients and how we nurture talent. My goal is to create marketing strategies that not only deliver measurable impact but also spark enthusiasm across our entire firm. If you share my passion for brand innovation, exceptional client experiences, and building teams that excel, let’s connect. I’d love to exchange ideas and explore how we can shape the future of marketing together.

Steve Cornick

I help brands find their unique voice and drive real growth by creating marketing that actually connects with people.

As Chief Growth Officer at brandformula, I lead the charge in developing branding and marketing strategies for financial services clients, from major global players to niche specialists. My focus is on delivering practical solutions that spark innovation and fuel results, whether that's launching new products or fine-tuning service offerings. At FTW Digital, I make it easy for SMEs to outsource their marketing, bringing fresh ideas and energy without the hassle of building an in-house team. On the board at WHJE, I’m committed to supporting both our people and the businesses we serve, making sure everyone thrives. My goal is always to help clients stand out for the right reasons and see real impact from their marketing.

Before this, I spent nearly two decades shaping brands and building marketing strategies that worked across industries, with a special focus on financial services and communications. I’ve been a LinkedIn Certified Marketer, a marketing trustee at CPRE Surrey, and have led teams in brand, content, UX, and social networking projects. Those experiences taught me the importance of understanding what motivates people and how to build cultures where everyone can do their best work. Whether leading a team or partnering with clients, I’ve always believed that marketing is about making a genuine human connection.

Connect with me for insights on brand strategy, commercially minded marketing, and building standout teams.

Craig Freeman

Most brands talk about what they do. But I think it’s important to show who you are.

Take this new Tesco OOH work by BBH London.

A plastic carrier bag. That’s it. No glossy food photography. No price slashes. No shouting.

Just a humble bag…redesigned to reflect real, everyday life. Birthday dinners. Payday splurges. Midweek top up shops. Themost ordinary object suddenly tells an emotional story.

It works because it isn’t about shopping. It’s about people.

That’s brand storytelling done properly.

A strong brand story doesn’t start with product features. It’s built on a few simple, powerful foundations:

1. What’s happening in your customer’s world? This campaign taps into real-life moments we all recognise.

2. What universal feeling sits underneath? Relief. Pride. Fun. Caring. The simplicity of a single word allows each person that sees it to fill in the blanks and make it relevant to them.

3. Who are you in the story? Hero, guide, protector, challenger, sage? This is where archetypes become super important. Tesco isn’t the star. It’s the enabler of everyday life.

If you can turn a plastic bag into something emotive, you can turn almost anything into a story. And in crowded markets, story isn’t decoration. It’s differentiation.

People don’t remember propositions or a list of values on your website. They remember how you made them feel.

Financial services brand and marketing peeps, don’t look away thinking this isn’t relevant for you. Your services touch very real moments in people’s lives, whether that’s an end customer, or a broker/adviser. 

If you can bring that moment to life through storytelling, it will make a measurable difference to your success.

Chief Growth Officer at brandformula, WHJE & FTW Digital | Driving Brand Growth for Financial Services & SMEs | Brand Strategy | Commercially Focused Marketing | Leadership Development

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Ahead of the Bermuda Risk Summit, I’ve shared a short piece on why markets like Bermuda, built on relationships, reputation and trust, demand more than visibility. They demand clarity. Because in a relationship-driven market, if you don’t define your story, someone else will.

Bermuda Business Development Agency (BDA) #BermudaRiskSummit

The Bermuda Risk Summit is fast becoming one of those moments in the calendar where the industry pauses…and asks itself bigger questions. Now in its f

Open article: From Summit to Strategy - a look ahead to the upcoming Bermuda Risk Summit by Craig Freeman • 4 min read

From Summit to Strategy - a look ahead to the upcoming Bermuda Risk Summit

The warmth in Bermuda doesn’t just come from the sun. Everyone is so welcoming. 

I’ve reached the point where I walk down Pitts Bay Road in Hamilton and bump into people we know. Clients, contacts, friends. 

Thank you to everyone that took the time to meet, to share and to give us their insights about what’s going on in their business and the wider market. 

While geographically small, the island of Bermuda has a huge impact on the global stage. It’s testament to the work of the individuals and the brands they represent that more capital, talent and startups are focused on this 53km squared archipelago of islands in the North Atlantic Ocean, over 1,000 km from the coast of North Carolina. 

Thank you to the Bermuda Business Development Agency (BDA) for another fascinating Risk Summit. Thank you to Helen Souza as ever for connecting us to more fabulous people. Thank you to the 70 or so people that made it to our drinks reception at Harry’s. And thank you to everyone that went out their way to meet with us. I really enjoyed every conversation and am excited about the support we can provide to meet your ambitions and aspirations. 

We’ll be back soon.

Martin Wiggins James Howard brandformula

LinkedIn has fundamentally shifted. It's coming up in more and more conversations around B2B marketing.

Company page reach continues to decline, now averaging just 1–2% of followers organically. At the same time, LinkedIn’s algorithm increasingly prioritises personal content and early engagement. Posts from individuals consistently generate 2–3x higher reach and interaction than brand pages.

The implication is clear.

In today’s environment, brands don’t drive visibility on their own. People do.
For the majority of financial services firms, built on trust, expertise and long-term relationships, that shift isn't a challenge. It’s an opportunity.

Decision-makers trust people more than institutions. In fact, 64% of B2B buyers say thought leadership directly influences purchasing decisions. When senior leaders share insight, commentary and perspective in their own voice, it strengthens credibility in a way corporate messaging simply cannot. In a market where differentiation is subtle and reputation matters deeply, visible expertise becomes a competitive advantage.

It’s been great to see how our network and connections have grown in Bermuda since my first visit to the island in 2020. 

So many welcoming, friendly people, and an increasing number of familiar faces. Thanks to everyone that made the time to pop into Harry’s and share a drink with brandformula.

A huge thank you to everyone who joined us at Harry’s at the Waterfront for our drinks reception last night!

With the Bermuda Risk Summit in full swing, it was the perfect "halfway point" to step away from the panels, soak in the harbour views, and catch up with our clients and friends. 

It was a fantastic evening - we hope you enjoyed it as much as we did. 
#BermudaRiskSummit2026

Martin Wiggins, Craig Freeman, Helen Souza, James Howard

International Women’s Day is about more than just celebration, it’s about reflection and empowerment. At WHJE, we’re proud of the women leading, innovating, and driving our success every day.

To mark the occasion, we asked our team to share a message to their younger self 💜 

Swipe through to read their inspirational insights on confidence, growth, and overcoming obstacles. #IWD2026 #InternationalWomensDay

International Women's Day 

“The past doesn't tell us as much about the future as it used to.”

Really interesting insight from David Govrin of SiriusPoint during a panel discussion on the Next Era of Risk & Opportunity at the Bermuda Risk Summit. 

The other panellist Robert Bisset suggested that entrepreneurial spirit, adoptance and understanding of technology and an acceptance that global volatility is here to stay, are important elements for companies within the sector and the current and future talent within it, to focus on.

I especially agree with Danish Iqbal that critical thinking is an essential skill for young people to embrace and develop.

#bermudarisksummit2026 Bermuda Business Development Agency (BDA) brandformula

Most banks talk about products. 

Rates. Features. Functionality. 
Faster. Smarter. Seamless.

Lloyds Banking Group reminded everyone that none of that is the point.
In their 2024 new brand rollout, the famous black horse doesn’t just stand alone. It becomes:
- Henry’s
- Ian & Jo’s
- Priya’s

A simple shift. But a powerful one.
Because the story isn’t about an app refresh.
It’s about ownership. It’s about recognising that money isn’t abstract. It’s personal. It sits inside very real lives.

The new platform, “Lloyds Moves Everyone Forward,” could have leaned into digital capability. And yes, the app is central. But the creative choice was to lead with people. Names. Faces. Stories. That matters.

For decades, financial services has defaulted to institutional language:
- Heritage
- Strength
- Stability
- Scale

All important. All table stakes.

What’s rarer is emotional clarity. This rebrand signals something interesting. That the brand is the enabler, not the hero. The horse doesn’t dominate. It supports. It belongs to the customer.

Progress is framed as human, not technical. “Moving forward” isn’t about digital transformation. It’s about life momentum. Consistency meets warmth.

They evolved iconic assets without discarding them. That’s grown-up brand building and it’s easy to underestimate how powerful this is.

Because in banking, we often think differentiation comes from product innovation. But real differentiation comes from intention. From deciding what role you play in someone’s life. From choosing to show up with emotional intelligence instead of corporate muscle.

Creative clarity isn’t fluff. It’s commercial.

When people see themselves in your brand, adoption rises. Advocacy rises. Loyalty rises. Financial services leaders, this isn’t about copying Lloyds.
It’s about asking a harder question:

Are you building a brand around what you offer, or around the people whose lives you change?

That difference is where growth lives.

Hats off to Wolff Olins adam&eveTBWA Zenith for tapping into the true emotions of banking.

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Craig Freeman's LinkedIn Performance

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