Build a Local Brand for International Players

Franklin Templeton

Project

Supporting Franklin Templeton’s Asia Pacific Investor Forum, held in Australia for the first time in 2015

Objectives
  • Build local brand awareness for Franklin Templeton, one of the world’s largest asset managers, among institutional investors and financial advisers
  • Establish Franklin Templeton as a strong investment management partner who can help clients navigate global markets and deliver strong returns domestically
  • Secure targeted coverage in mainstream and trade press featuring a variety of Franklin Templeton’s most prominent international fund managers and visiting executives
What We Did
  • Worked with Franklin Templeton’s Asia Pacific Corporate Affairs team to develop a strategic approach and timeline of deliverables around the event
  • Identified themes/messaging relevant for local audiences and briefed visiting spokespeople extensively on the local media landscape and expectations
  • Built out a schedule of media engagements to maximise impact of the Forum’s content and speakers before and after the event
  • Developed and managed a dedicated media day prior to the main Forum event; which included two panel sessions around fixed income and global equities, a series of one-on-one interviews and distribution of targeted media releases
Client Outcomes
  • Achieved a strong media profile for Franklin Templeton Investments and its major executives and portfolio managers across retail and institutional target trade and mainstream publications
  • Total of 29 pieces of coverage achieved across trade and mainstream media, including profile features with the Australian and Financial Review, and video interviews with Sky News and AFR TV
  • Successfully positioned Franklin Templeton as a global investment thought leader with a strong grasp on domestic issues
Build a Local Brand for International Players Build a Local Brand for International Players