Threadneedle Investments merged with Columbia Management to reinforce the companies’ strength across Europe, the US and the UK. A key marketing priority for the group was to present the combined capabilities of both firms under a single brand. Columbia Threadneedle Investments (CTI) enjoy a longstanding relationship with Investment Week so we were well placed to deliver against this need.
Our suggestion, however, was not more of the same traditional advertising.
We encouraged the group to move away from paid media placements and instead partner with us in an integrated, year-long campaign, using our content services and our advertising inventory. Doing this meant CTI could stagger its marketing message in the right way: from traditional advertising and native articles to lead generation pieces in the form of video and dynamic eBooks.
We call this lead generation content: ‘decision content’.
This approach not only kept the market informed of CTI’s new brand identity but also helped the group’s sales and marketing alignment.
As well as hosting the FOCUS eBook on gated and un-gated platforms, campaign promotions included native adverts, editorial on Investment Week and email newsletters. The eBook delivered an above-average number of user leads and page impressions. Columbia Threadneedle are one of the first fund management groups to invest in a content marketing approach, leveraging of ‘always-on’, connected engagements over the year.