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Boomers turn 60 in 2008 - the biggest asset shift in US History
Shipley combines creative thinking, rigorous analytics and contagious enthusiasm to deliver increased revenue and ROI to financial services organizations.
His current focus is Baby Boomer Retirement – the Practice he leads at market data and research firm IXI. This leverages his work building a retirement planning capability at Webster Bank, promoting retirement income annuities at Lincoln Financial, and strengthening the rollover capability at retirement leader, Fidelity Investments.
In his 7 years at Fidelity Investments, Shipley worked with investment legend Peter Lynch (left) and others to craft Fidelity’s annual portfolio review and mutual fund planning experiences. “One of the great things about Fidelity is that a lot of attention is paid to creating an ‘outside-in’ customer experience – thousands of moments of truth that customers consistently rate highly. Peter always stresses the importance of keeping things simple. That’s what he means – do things in a way a customer finds logical. These approaches have since become a bedrock philosophy of mine,” says Shipley.
While at Fidelity, Shipley and his team built a state-of-the-art CRM capability, created a top rated Active Trader experience, and crafted programs for a 38% increase in new assets.
Comparing US (left) and Mexican (right) Doritos packs shows the power of global branding and marketing.
Before his years with Fidelity, Shipley had a 14-year career in advertising, rising from trainee through positions of progressively increasing responsibility in client management to Executive Vice President at BBDO. Key clients included Frito-Lay, German detergent and health & beauty giant Henkel, Wella, Apple Computer, Delta Air Lines. His particular expertise often involved international coordination and global branding.
“From my advertising days,” Shipley has said, “I began to understand that customers own our brands – not manufacturers, not marketers. There are certain reasons customers buy that are non-negotiable. Great marketing will find out what those are and try to use them rather than change them too fast.”
Shipley also believes in experimentation, innovation, measurement and testing. “Test what you do. Do what you test - if it worked,” is a motto of Shipley’s. “If it didn’t, try something different. My commitment to the power of facts and data, empirical measurement and rigorous statistical analysis comes from my Chicago days. I basically consider myself a practical Chicago-trained economist (left).” Shipley received an MBA with honors in Marketing at the University of Chicago. He also holds a Master’s in Regional Studies – East Asia and a BA from Harvard University.
