Supporting asset managers with regional campaigns

Ariel Investments

Project

Asia Roadshow, Q1 2016 - a collaboration between Honner (Australia) and Ryan Communication (Asia)

Objectives
  • Raise awareness of Ariel’s brand and investment offering amongst Australian and Asian institutional investors and influencing consultants
  • Showcase the firm’s unique investment philosophy, values and approach
  • Position Ariel as a considered and thoughtful commentator on global equities investing
  • Reinforce the firm’s long term commitment to Australia and the broader Asia region
  • Build relationships with and educate key local journalists
What We Did
  • Honner worked with our Asia partner agency Ryan Communication to develop a holistic campaign to support Ariel’s Q1 Asia roadshow across Sydney / Melbourne / Adelaide / Hong Kong
  • We worked with the Sydney and Chicago-based Ariel team to build local messaging, and create a series of profile-raising opportunities across media channels, conferences and industry events
  • We briefed Ariel President Mellody Hobson and CIO Rupal Bhansali on the local market environment, providing valued context for their meetings and appearances
  • In Adelaide, we provided on the ground support for Mellody in her role as keynote speaker at the Conference of Major Superfunds (CMSF)
  • In Hong Kong, Ryan arranged a Women’s Foundation breakfast to introduce Mellody to influential senior financial executives
Client Outcomes
  • Strong, consistent and organised support to help a very small local (Sydney) office maximise outcomes during an intense period of engagement in the Asian market
  • Creative ideas were delivered and Agency relationships leveraged to drive face to face networking opportunities as well as media exposure
  • Great press: a wide range of positive, on-message press coverage across target mainstream (print and broadcast), wires and institutional publications. 15 articles in Australia and 5 articles in Asia, including several substantial profile pieces (AFR BOSS Magazine, The Australian, ABC Radio National, South China Morning Post, AsianInvestor)
  • 2 large contributed articles in Australian institutional publications – Investment Magazine and Superfunds
Supporting asset managers with regional campaigns Supporting asset managers with regional campaigns