Despite being the 17th largest fund manager in the world, Natixis Investment Managers’ brand equity in Australia was near zero.
While Natixis IM has a strong global narrative, and some affiliated managers were known locally, the story had not been articulated for the local market to give a simple and complete picture of Natixis IM’s brand personality and voice.
Natixis IM needed to create and raise a new profile within the complex Australian investment landscape: institutional investors, influencers, and the financial media.
The key was to raise and optimise Natixis IM’s brand profile in the local market. We did this through multi-channel content and commentary initiatives, by:
High profile, multi-channel coverage of Natixis increased brand recognition and trust. Results included:
Natixis Investment Managers serves financial professionals with more insightful ways to construct portfolios. Powered by the expertise of more than 20 specialised investment managers globally, we apply Active Thinking® to deliver proactive solutions that help clients pursue better outcomes in all markets. Natixis Investment Managers ranks among the world’s largest asset management firms1 with more than $1 trillion assets under management2 (€906.0 billion).
Headquartered in Paris and Boston, Natixis Investment Managers is a subsidiary of Natixis. Listed on the Paris Stock Exchange, Natixis is a subsidiary of BPCE, the second-largest banking group in France For additional information, please visit Natixis Investment Managers’ website at im.natixis.com | LinkedIn: linkedin.com/company/natixis-investment-managers.
Despite being a well-established global brand, Natixis Investment Managers had an extremely low profile in Australia, partly due to a tightly-held local fund management market.
Our job was to help Natixis IM break into the market, developing the brand for the local audience and using the assets it already had: a sterling global reputation, a rich library of global insight and an array of media-savvy executives and fund managers.
Natixis was already known for global thought leadership on international issues such as Brexit, and OPEC and FOMC meetings. We leveraged this international strength by developing the local angles that would engage our critical audiences.
We tailored content using Natixis’s four key quarterly surveys to support their local media engagement and build a higher profile among institutional investors and their partners.