Asset managers face an array of structural challenges, with distribution becoming more concentrated, money less sticky, and investment “solutions” replacing single-strategy fund marketing.
Fund houses are spending heavily on content, but is the investment paying off? Are advertising and sponsorship better – or worse – value? And with marketing in asset management too often seen as a discretionary spend that can be reduced when times are tough, how do we prove its value to our corporate leaders? How do we deal with belt-tightening finance directors?