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Life beyond ‘brochureware’ 16 November 2017

Engaging with financial advisers and intermediaries in the digital age.

In financial services, trust is all. It’s the bedrock on which deals are built and brands are matured. And, in turn, trust, relationships and communications are nothing without each other. Our recent Living Ratings analysis of digital effectiveness put 100 of the world’s leading asset managers in its sights, subjecting them to rigorous digital benchmarking. The results make it clear that there’s a whole world of opportunity for digital dialogue with Financial Advisers and Intermediaries (FAIs). So why limit your web communications to an online version of your print collateral?

 

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Can your law firm brand survive a merger? 24 October 2017

Giving legal brands distinctiveness… and staying power.

Mergers. Consolidation. Takeovers. All of a sudden, they’re everywhere. And on everyone’s lips. You can see it in the furtive glances of partners, huddling. And hear it in rampant office rumours about this practice and that firm. Mergers can be an unsettling time for everyone. And for brands they can be fatal. To prevent your carefully curated legal brand being swept away in the coming M&A tsunami, perhaps it’s time to put your house in order (and maybe even secure your job in the process.) Here’s how… 

A sliver of silver lining

It’s not all doom and gloom, of course. Mergers can be fantastic opportunities and worrying threats all bundled together. After the inevitable political and cultural shakedown, marketeers on both sides of the merger have a chance to shape their future with new brands, content strategy, communications, websites and social media. Mergers mean serious work. And a serious chance to make a name for yourself.

It all depends on one thing: who comes out on top.

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Getting mobile – the challenge for Asia’s asset managers 19 October 2017

For the world’s leading asset managers, the latest Living Ratings make sobering reading. Our June 2017 analysis of their digital communications across 50 core criteria revealed that just 11% of the top 100 firms provided exceptional digital content and engaging functionality for financial advisers and intermediaries.

To us, this is a disappointing performance from a sector that should put communication at the heart of its digital strategy. Failure to focus on the audience (not the firm) abounds, and one lesson is clear: positive financial performance does not negate the need for clear and effective communications. When it comes to supporting their audiences in the digital channel, and staying abreast of the remorseless growth of mobile, the school report is in: must try harder.

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The Millennial Bug 28 September 2017

For the next generation, the secret to engagement is doing… not just saying.

Is something bugging you about millennials? You know, that famously hard-to-get-to and much written about cohort. As Generation Y, the generation born between roughly 1980 and 1996, begins to discover its grown-up spending power – and therefore its marketability – acres of column inches are now being given over to the challenges of engaging with them, converting them, and sustaining a meaningful dialogue with them. Some old skool marketeers in more traditional sectors, operating beyond the hallowed ground of high street youth marketing, live in fear of these digital natives who can barely remember the joy of cassette tapes, typewriters and polaroids.

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Getting emotional in digital advertising 05 September 2017

Why you should focus on the future, but stay creative.

Over the past few years, Programmatic Advertising – that’s digital ads backed by a sprinkling of AI – has shaken up the way brands target and deliver messages to their audiences in real time. What’s noticeable is that online consumers, driven by exponential increases in smartphone and tablet use, are leaving an ever bigger digital footprint – one to be mined and exploited. So if data is the key driver, can good old fashioned creative still add tangible value in a more programmatic world? Absolutely. Here at Living, we believe that the secret to adding creative zest is to tell tales – and get emotional.

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The win-win of workplace diversity 30 August 2017

A compelling business case in a changing world.

Our 2017 Living Ratings revealed that just 23% of the world’s 100 leading asset managers provide any meaningful diversity & inclusion content. Our evidence tells us that it’s not a topic that’s being taken seriously. However, if you switch focus from the asset management sector for a moment and browse the home pages of the leading law or accountancy firms’ websites, you’d be forgiven for thinking that workforce diversity is business’s latest feel-good trend. But you’d be mistaken because this is a commitment that’s here to stay. 

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