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When asset managers
BNY Mellon asked us to
review their marketing
approach, we helped
them to create powerful
messaging and clear
brand guidelines
that positioned them
strongly for the future.
The challenge
The merger between the Bank of New York and Mellon in 2007
prompted a range of communications and sales needs for EMEA Asset
Servicing. There was a mismatch of marketing and communications
approaches, not just in terms of the visual look and feel, but also
in terms of the driving sales messages and the overall sales pitch
approach. In a world where results, impact and appropriate stand
out is everything there was a real need to review the current
approach and establish the best future means of marketing the EMEA
offer. BNY Mellon asked us to help them identify the right messages
and develop a look and feel for their pitch presentation material.
A scenario we know all too well and could relate to.
The solution
We consulted extensively inside and outside the business in order
to explore and understand the perceptions of the BNY Mellon EMEA
Asset Servicing offer and to understand specific needs around the
sales tools. We identified their unique position in an ever more
competitive marketplace and summarised this in one succinct
statement: 'achieving your goals together'. This was supported by a
set of key messages that reflect the collaborative service BNY
Mellon offers their clients, through versatility, robustness,
relationship, through being specialist and through consistency.
Based upon these messages, we created a visual language for the
sales material, which complemented the existing brand guidelines
and provided enough flexibility and fresh thinking to push the
messages out in a compelling and engaging way.
Our work
- Messaging and strapline
- Look and feel across sales material
- Summary guidelines document
- PowerPoint and quark templates