Objective

Communicate Kempen Capital Management’s views on the importance of cost transparency in the investment industry, particularly among institutional investors. Furthermore, appropriately leverage its Dutch heritage in light of the Netherlands having implemented the first presentation of a cost review in 2012.

Approach

Conceptualised a 360° approach that encompassed direct communication via speaking engagements at institutional conferences, placed articles in marketing collateral distributed at the events, as well as a media seminar unpacking developments in the space and ongoing commentary in targeted editorial features.

Result

The campaign led to talks being initiated between Kempen and a number of stakeholders including industry bodies. It also ensured Kempen remained at the forefront of the industry debate at a time when the issue was highly topical with the publication of the FCA’s Asset Management market study.