PIMCO is the global leader in fixed income. It’s a brand that stands for intelligence, integrity and trust. They wanted to bring those brand attributes to life and at the same time provide value to their core customers, financial advisers. Beyond the standard fund collateral and events, how could this premium brand deliver value to intermediaries and end investors in a scalable way?
A powerful tool for enhancing conversations with clients, Market Intelligence by PIMCO, is an online resource that sets the standard for investment education and delivers genuine value to advisers beyond product.
The strategy underpinning this online resource was supporting client/adviser conversations. By providing a mix of visual, written and interactive content we built a resource advisers could dip into every day to talk confidently about fixed income and empower their clients.
With Lexicon developing both the framework and content, the design breaks down highly sophisticated investing concepts, presenting them as simple, step-by-step modules advisers can share with their clients.
Two years after delivering the original six parts in the Market Intelligence series in 2018, Lexicon worked with PIMCO and leading thinkers in behavioural psychology on the content plan and copy for part seven. These modules create a new opportunity for advisers to engage with clients on understanding the role of bias in investing and using behavioural finance hacks and ‘nudges’ to secure better retirement outcomes.
5,000 page views in the first six months
76% of visitors interact with content
Phillipa Healy, Senior Vice President (previously Head of Marketing, Australia and New Zealand)
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