We’re pleased to feature Garan Pieniazek, Head of Brand, Marketing & Digital Acquisition at Admiral, as part of our Amazing Speaker Interview series for The MarTech Summit London. With over 25 years at Admiral, Garan brings a wealth of experience in customer care, cross-sell, and marketing leadership, all shaped by a deep understanding of both brand identity and team capability. Known for his practical, grounded approach, he offers a valuable perspective on the evolving role of AI, automation, and personalisation in financial services marketing.
About Admiral
Admiral is one of the UK’s leading financial services companies, best known for its car insurance and personal finance products. With a strong customer-first ethos and a commitment to innovation, Admiral blends digital acquisition strategies with long-standing brand trust to serve millions of customers across the UK and internationally.
Quick Q&A with Garan Pieniazek
Could you please give us a quick introduction of yourself?
Welsh-accented marketing manager with a Polish surname working for Admiral for over 25 years.
Why did you choose to participate in The MarTech Summit London?
I’ve stayed under the radar at two previous events and benefitted from others’ stories and case studies, so hopefully others might similarly benefit from hearing from Admiral.
What’s been the most unexpected insight or challenge in embedding AI, automation, or personalisation into Admiral’s marketing ecosystem?
We recognised early on that today’s customer technology is like a Formula 1 car, so similar to an actual Formula 1 car, you need very competent drivers and capable support teams to get the most out of the car, so ways of working, capabilities of people and teams, and understanding your maturity levels across this stuff are critical.
With your background spanning customer care and cross-sell, how do you ensure consistent brand messaging across marketing, sales, and service touchpoints?
Without giving an obvious answer on governance, guardianship, systems and process, I think if your brand is well aligned to who you are as a business and what you stand for, then lots of that can be self-managing, and its definitely trying to strike the balance right when it comes to federating and defederating some of that activity and ownership.
Looking ahead, what trends in marketing technology or consumer behaviour do you believe will most impact the financial services industry over the next 2–3 years?
AI is front of mind for most of us, but another very topical item in the UK is the Data (use and access) Act 2025. So linked to the themes of AI, Automation and Personalisation, there are both increased governance and compliance considerations that come with that, but also opportunities, for example, comparison sites 2.0.
Garan reminds us that successful MarTech implementation is not just about tools – it’s about the people behind them. From building team maturity to aligning brand values across all customer touchpoints, his insights offer practical lessons for any organisation navigating change. We look forward to welcoming Garan to The MarTech Summit London, where his thoughtful perspective will help shape conversations on technology, compliance, and the future of marketing in financial services.
The MarTech Summit London – The 5th Edition EMEA Flagship
Join us on 12 & 13 November 2025 at Convene, 155 Bishopsgate! We’re back with the flagship 5th annual edition of The MarTech Summit London, set to welcome 500+ attendees. With a powerful format featuring 3 focused stages over 2 dynamic days, this year’s summit is designed to fuel both strategic vision and tactical execution. Whether you specialise in B2B, B2C, or both – this is your destination for MarTech leadership.
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
Stay up to date with our Speaker Line-up, Session Information, and Agenda Updates by following us on:
See more MarTech Thoughts interview pieces here!
Last updated: August 2025
