Objective

Tasked with promoting client’s thought leadership content, including a series of academic papers critiquing the smart beta market, assessing the merits of different approaches and challenging the proliferation of new investment “factors”.

Approach

Disseminated complex research papers to develop key news hooks that were used to place the firm’s analysis with a major international media outlet on an exclusive basis; supported initial coverage with a wider campaign targeting the specialist investment press.

Result

Secured a major profile in the Financial Times, alongside coverage in international media outlets and specialist trade titles, which in turn has stimulated a major debate on the future of smart beta investing.