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The Winners and Losers You Can Count On

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The Winners and Losers You Can Count On The brand and digital intelligence of the world’s leading asset managers 2018 Best practices The winners You can count in action and losers on it! Find out how our proven analysis can The top 100 global asset managers rated and All the key engagement and evidence improve your digital presence ranked in our most in-depth survey to date statistics that matter to asset managers 2 Living Ratings The brand and digital intelligence of the world’s leading asset managers – 2018 03 Welcome 04 About Ratings 05 About Living Group 06 Who, what, when and how we rated 07 Raising the bar. The 2018 criteria 08 Are you determined, focused, energetic or lackluster? 09 Asset managers’ ratings and rankings 11 Engagement and evidence: the leaders 12 The numbers that define the asset managers sector: engagement 14 The numbers that define the asset managers sector: evidence 16 Case studies 22 Game on! 23 Get in touch © 2018 Living Group Living Ratings The brand and digital intelligence of the world’s leading asset managers – 2018 3 Welcome to the Kate Shaw, Co-founder and latest edition of Chief Executive Officer October 2018 Living Ratings Our 2017 analysis of asset managers’ digital intelligence revealed that just 11 of the top 100 firms provided exceptional digital content and engaging functionality for financial advisers and intermediaries (FAIs). A year later, we are finding an improvement: more firms are now expressing a cohesive digital strategy and the leaders in our research are now focusing on the audience not themselves. Zeroing in on their FAI audience and responding with the right digital intelligence enables the leading asset managers to enhance access to their firms and better inform the selection process. The firms that still fail to engage with FAIs are missing a valuable opportunity to both smooth the investment decision-making process and build enduring relationships to weather inherent and cyclical market volatilities. It is reassuring to see that marketers are The leading firms have also thought hard 50% of firms now offering an intermediary finally rethinking the view that positive about how and where their content will education area. financial performance negates the need be viewed. A quarter of asset managers for quality communications. Slightly more now offer an intermediary app, up Sharing content on social media has also than half of asset managers now offer a 150% from last year. But our #1 ranked improved with more asset managers clear intermediary proposition against a firm goes further still — J.P. Morgan engaging their target audience through disappointing figure of only 15% in 2017. Asset Management demonstrates an various channels. An impressive 94% are Likewise, 41% now provide high quality understanding of the 24/7 nature of work now active on LinkedIn (vs. just 75% in fund and strategy content, an encouraging and the blurring of work/life boundaries by 2017). Twitter also saw a 14% rise from last rise over last year’s mere 28%. making their fund information accessible year with 81% firms now actively posting. from Amazon Alexa and Google Home. It’s not surprising therefore to see an increase In 2017, some of the very basic needs in the use of video, animation and audio; of the advisory audience were being With confusing and confounding issues these are some of the most effective social neglected. Just 29% of firms had created such as Brexit, global uncertainty and media tools and 72% of firms are now a document library; in 2018, that number geo-political gamesmanship, thought posting such content, vs. only 57% last year. stands at 62%. Yet, the quality of those leadership remains the most compelling libraries are mixed, with the best examples way for an asset manager to express Yet, while this uptick is good, the content offering intuitive searches and helpful expertise. It is surprising therefore to see is often not. Our research reveals that asset navigation, and the worst simply dumping that only 39% of firms have targeted managers still don’t fully understand the PDFs onto their websites. intermediary blogs. While the leading firms importance of curating content or actively are using the opportunities afforded by managing their social media presence. Targeted intermediary content has increased the digital landscape to create and share Over the following pages we present our greatly. Today 78% of firms provide it against engaging proprietary insights, the stragglers findings in detail and you’ll see which firms the 2017 figure of only 32%. The Top 5 are choosing to only repurpose existing have made great efforts to present a cohesive, ranked firms in our survey have invested content without much imagination, leading compelling and user-first digital experience. energy and intellect in creating genuinely to mixed results at best. useful intermediary resources and tools, but too many of the others still simply group By contrast, efforts are being made to help existing and often out-of-date content under build expertise and confidence for the the banner of intermediary content. intermediaries themselves as evidenced by © 2018 Living Group 4 Living Ratings The brand and digital intelligence of the world’s leading asset managers – 2018 About Ratings Now in its 23rd edition, Living Ratings benchmarks the brand and digital effectiveness of the world’s leading fi nancial and professional services brands. The studies provide our clients with evidence-based insight that continuously enhances their marketing communications and gives us unparalleled knowledge of our specialist sectors. Recent studies include: The brand and digital intelligence The brand and digital intelligence of America’s leading wealth managers 2018 of the world’s leading law firms 2018 Tested methods, Winners and It’s true: Raising The winners Statistically added value losers Data don’t lie the bar and losers speaking Find out how our proven analysis can More than 40 U.S. wealth management All the key engagement and evidence Find out how our scoring methodology The top 100 global law firms rated and All the key engagement and evidence improve your digital presence firms rated and ranked statistics that matter to your firm has evolved and developed ranked in our most in-depth survey to date statistics that matter to your law firm The brand and digital intelligence of America’s The brand and digital intelligence of the world’s The digital intelligence of the world’s leading leading wealth managers 2018 leading law fi rms 2018 investment banks 2017 Bespoke digital The objective of the diagnostics for diagnostic is: asset managers 1. To analyze how your site performs 6. To ensure that your CMS platform is the against a set of proven benchmarks right fi t for your purposes and goals In addition to our annual ratings report, we also offer an in-depth diagnostic of your 2. To enable you to implement 7. To understand what is required to create a website and social media footprint, analyzing enhancements and corrections in better digital experience for your external your digital intelligence and comparing your line with best practice and internal target audiences (and to gain fi rm against your closest competitors. a higher Ratings score in the next review) 3. To re-align your digital strategy to ensure that any future-generated Our analysis is the logical fi rst step on the content receives the maximum journey to improve your brand and digital exposure with your target audience intelligence, providing you with objective evidence and a clear strategy. 4. To improve the user experience and information architecture of your website 5. To connect your social media strategy with your website © 2018 Living Group Living Ratings The brand and digital intelligence of the world’s leading asset managers – 2018 5 About Living Group At Living we blend our deep sector knowledge, uncompromised thinking and award-winning creativity to help our clients in the financial, professional services and technology sectors create difference through branding expressions that engage, digital experiences that disrupt, and integrated advertising campaigns that drive results. What defines us Disruptive digital Creating difference for our people and communities Our specialists’ deep understanding of our Our digital team connects your brand and your audiences. Around the world. clients’ sectors means we challenge thinking We don’t just make a difference for our Around the clock. We build seamless and perception, inspire excitement and clients. We also make a difference for the brand experiences online, using bespoke ambition, and help to deliver rewarding talented people on our teams and the information architecture, engaging design outcome. In a world that is always changing, communities where we work. We have an and cutting-edge technology across content rich and visually crowded, we open and collaborative culture that gives multiple devices and platforms. empower our clients to communicate their our people room to thrive. We encourage difference and stay ahead. passionate, free-thinking ideas that Integrated campaigns challenge the conventional and celebrate What we do individualism and diversity. Engaging branding We can help transform your brand objectives into tangible business benefits – Find out more at: stimulating dialogue, lifting your profile, Our creative teams in New York, London www.living-group.com prompting consideration, and spurring and Hong Kong deliver award-winning action. We research, plan and execute ideas with proven brand results. Driving advertising and social media campaigns your business performance with strategic worldwide, applying distinctive ideas and thinking, brand creation and stand-out creative, backed by relevant analytics to messaging, we fuse these key elements measure your success. together to generate highly effective visual and verbal expressions of your firm. © 2018 Living Group 6 Living Ratings The brand and digital intelligence of the world’s leading asset managers – 2018 Who, what, when and how we rated And how we classified each firm Who we rated In August & September 2018 our analysts reviewed the digital communications of the top 100 asset managers (Source: ©IPE Top 400 Asset Managers published in June 2018).
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