Case studies

Thought leadership newsletter

Showcasing the views and insights of the leading alternative investment fund administrator

The need

Fund administration is a highly competitive market. In 2010, this hedge fund administrator needed a publication to show how its expertise separated it from rivals. It had won numerous awards, but years of tight marketing budgets had left it without any content showing its market leadership.

The difficult bit

We focused the editorial approach on genuine thought leadership articles rather than marketing copy. Doing so went against the instincts of many of the administrator’s sales people. But we managed to convey the insights of some of the hedge fund administration world’s genuine experts at a time of considerable change. Additionally, we developed a design template, which evolved over time.

The result

This newsletter has become the cornerstone of the administrator’s marketing. Some of the largest hedge and private equity managers have told our client how valuable they fund the newsletter.