Tone of voice
As one of the world’s largest asset managers, Capital Group should need no introduction. Their US team are a powerhouse, generating a steady pipeline of campaigns and content to engage with investors and intermediaries alike. It’s no wonder they were ranked number eight in the 2021 Peregrine Global 100 for integrated marketing communications in asset management.
But their small and nimble Asia and Australia marketing teams are addressing different audiences, each with their own culture, needs and priorities. And many have never heard of Capital Group who are a household brand in the US. So while they have plenty of content to draw on, they have their work cut out for them to lift brand awareness and generate leads in the Asia Pacific region.
Since 2019, Lexicon have been working closely with Capital Group Australia, bringing local flavour and relevance to the fund manager’s brand and product messaging. We’ve also produced campaign themes and content to support lead nurture journeys and keep Capital Group’s funds and global expertise top of mind among Australian advisers.
It’s a strong and successful partnership that caught the eye of the Hong Kong based marketing team. In 2020 we developed content strategy and audience personas for their Asian institutional audience. As part of this foundation work Lexicon developed a dedicated institutional tone of voice guide to support internal writers and now delivers an ongoing pipeline of content for institutional prospects across banking, pensions and the public sector.
Australian advisers using Capital Group investments doubled from 2020 to 2021.
Ranked #1 for investment excellence among advisers who know the brand.
In the top 10 funds management brands in Australia for visibility and recall across all marketing channels.
“Capital Group editorial content and whitepapers are #1 for visibility and recall among advisers (28%), ahead of Australian asset managers Magellan (22%) and Perpetual (18%).”
Sarah Bunning, Marketing Director, Australia
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