Helping a major bank to better understand market perception and planning a strategy to improve market share.
Our client is a large multinational banking group providing specialist banking, asset management and wealth and investment services.
As part of a firm-wide programme, our client was looking to gain feedback from key market segments on its performance and how it compared to its peers.
We conducted detailed interviews with key team members and then ran a large scale perception study to measure their views against clients and prospects. Having analysed the data, we presented the findings and our recommendations to a number of working groups and the executive committee of the bank and started the work to plan and execute a marketing plan to leverage the findings. Feedback from the client was overwhelmingly positive and we have been awarded additional mandates as a result.
“Taking an ‘outside in’ approach to develop our understanding of our clients’ views, feelings, needs and expectations led to an invaluable roadmap for our messaging platform and communications strategy. Matt and Emma’s professionalism and skill made the project engaging and interesting for all stakeholders, highlighting a common purpose and deeper understanding of the whole offer. This project was considered the ‘best piece of marketing done in 2016′ by our new Global Head of Marketing.”
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