Against the backdrop of today’s turbulent market, asset managers have an opportunity to position active management as a source of reliable, trusted advice - and many already have. With campaigns like T. Rowe Price’s “The Power of Curiosity” and M&G Investments’ “Intelligence Connected” highlighting the areas of expertise each firm offers, this session will explore how marketers can bring these stories to life in their own companies and how shifting the focus to expertise can help stem the outflow of investor cash towards ETFs and other passive products.
ETFs are a popular choice among investors, with money pouring into funds despite the volatile market - but with products growing more complex and increasing competition from low-fee investment platforms, how can marketers move beyond the “low-cost” narrative when speaking to investors? In this session we will discuss how marketers can tell deeper stories around risk-aversion, diversification, and strategic portfolio management to position ETFs as an important part of a successful investment strategy.
Asset managers have long relied on agencies, publishers, and content providers to deliver their messaging, but as digital channels underperform and market dynamics shift, are these partners still delivering value? This session will explore how marketing providers are responding to industry challenges, such as demographic shifts and the generational wealth transfer, and what asset managers should now be demanding from their partnerships, as well as how providers are updating their offerings to meet these demands.