The Investment Management sector has seen a generational, seismic shift.
In 2005, John Duffield’s stated aim when he founded New Star Asset Management was a promise to “build a company in which the finest fund managers could focus on making investors richer”. Simple. Advertising took the form of big, bold and brash - performance numbers dominated.
Asset managers must today navigate significant complexity as investors’ expectations have changed. There’s now an increasing demand on the sector to do good things with the money under management in order to shape a positive future.
The integration of ESG as part of the investment process has added levels of responsibility, and whilst this introduces complexity it also offers unique opportunities for differentiation and value creation.
Combine this with distinct but diverse audience needs that change and shift across global jurisdictions and you add multiple layers of complexity for any communication strategy.
There’s never been a greater need for advertising and marketing communications to be smarter, and more intelligent.