The Billion-Dollar (FinTech) Marketer: lessons from Ryan Reynolds (05/2024)

What do a Canadian payments processor, a struggling gin brand, a budget mobile carrier, and a small Welsh soccer club have in common? Thats right, theyve all been touched by the marketing magic of Ryan Reynolds, propelling them to billion-dollar valuations. Companies he co-owns or has sold are valued at more than $20 billion

So how does he do it?

Of course, at the core of it all is the Ryan Reynolds brand that took decades to build. But you can have a brand, be famous, and still fail or achieve only a fraction of what he managed to achieve. Hence, leveraging your brand and executing on it is the key, and Ryan is a true master of it. It all boils down to Reynolds unconventional approach.

He doesnt just invest money and sit back - he becomes the face and driving force behind the brands he believes in. With his signature wit and charm, Reynolds creates ads that are instant viral sensations, seamlessly injecting himself into the cultural narrative.

From capitalizing on the buzz around Taylor Swifts music re-recordings to turning around a hilarious Aviation Gin ad in just 36 hours featuring the actress from Pelotons controversial commercial, Reynolds has mastered the art of "fast-vertising."

He brilliantly rides the waves of trending topics, ensuring his brands are always at the center of the conversation. But its not just about speed.

Reynolds understands the power of equity. His biggest successes, like Aviation Gin and Mint Mobile, are companies where he owns a stake. Hes therefore not afraid to get personally involved, whether its staging a fake feud with Hugh Jackman or becoming the voice of Mint Mobiles customer voicemails. Perhaps most importantly, Reynolds reminds us that marketing doesnt have to be expensive or serious. Some of his most effective ads are simple, low-budget productions that rely on great writing and comedic timing. In a world of stuffy corporate campaigns, Reynolds approach is like a breath of fresh air.

So what can we learn from the billion-dollar marketer?

Be authentic, move fast, and dont be afraid to have fun. Or as Reynolds himself might say, "In a world full of bland brands, be the gin that gives back."

About ECEBiS

At ECEBiS you are going to understand what will change the trajectory of the financial industry. You will develop a transversal view on the forces that are shaping the future financial industry.

From payments and lending to investment and money management, tech providers are actively shaping the future of the financial landscape - even pushing the boundaries of currency itself. You might evaluate the impact of robo-advising on health management and examine portfolio recommendations from a diversified set of RAs and attempt to identify the factors behind proposed splits between asset classes.

ECEBiS is a platform in academic research on new business models and innovative products. We investigate in fast moving sectors that are reshaping the financial world of tomorrow and pioneering new ways of doing business. We want to attract outstanding ECEBiS students in finance with experiences and exposures, who intend to

Doctorate of Business Administration (DBA) in Finance (online, 3 years part-time)

• develop knowledge on challenges that shape the future of financial industry

• engage with a program that offers the convenience of online learning with the benefits of accreditation and global reach.

• raise awareness on the importance of fintech and sustainability in finance

• identify the best practices in the financial industry to spread positive changes

• Go beyond the virtual classroom and network with other ambitious executives and entrepreneurs as you expand your credibility and expertise in the world’s most transformative fields.