From Swaps to Stories: Marketing the Markets with Laura Craft (LSEG)

"No one has the capacity for long-form whitepapers anymore. We’ve changed. We’re moving to something faster and sharper."Marketing in the City used to be simple: Golf days, expensive dinners, and a handshake. Today, the buyer is 70% through the journey before they even speak to a human.So, how do you steer a giant ship like the London Stock Exchange Group (LSEG) from an event-led culture to a digital-first machine?In this episode of Good Company, host Mike Wilson sits down with Laura Craft, Group Marketing Director at LSEG, to decode the reality of marketing financial infrastructure.We dive deep into:The "Colouring-In" Myth: How Marketing fights for a strategic seat at the table (and stops just being a service desk for Sales).The Attention Economy: Why LSEG is killing the 40-page whitepaper in favour of Instagram Reels and sharper storytelling.AI vs. Creativity: Why an AI-generated podcast was "the worst thing she ever heard" and why humans still own the narrative.Culture in Chaos: Laura’s strict rule for protecting her team from burnout in a high-adrenaline market (hint: the power of "Scheduled Send").Plus: A New York anthem to close the show from Alicia Keys. Good Company. Real conversations with interesting people.