Building a global funds management brand - locally
Brand | marketing | creative | product | content
Brand & visual identity
Writing & editing
Communications strategy
Campaign
Stakeholder communications
Sales & product support
Brand & product communications - investment
Building a global funds management brand - locally
Re-branding the JBWere-Goldman Sachs business in Australia
Client
Goldman Sachs JB Were
Released
Timeframe
12-24 months
Project Type
Brand | marketing | creative | product | content
Technology
Office suite Adobe Indesign-Acrobat Proprietary ad software Proprietary asset management software
Brand & product communications - investment
Overview
Our vision was to build a robust marketing platform to roll out the new Goldman Sachs JBWere brand in Australia and harness new product oppoortunities. Greater use of digital communications, stakeholder managent, social media, and web development were additional factors.
In the ultra-competitive landscape of investment and wealth management, Goldman Sachs JBWere recognised the need for a more innovative solution that would unite the key areas of sales, investment, product, and marketing. The existing market in Australia offered fragmented solutions at the time; boutique managers were ascendant, forcing clients to compromise (as relevant) on global product, service, and investment expertise.
Brand & product communications - investment
The Challenge
Goldman Sachs JBWere faced significant obstacles in launching the new brand in an ultra-competitive asset management landscape in Australia. The re-brand required a high level of expertise and delicate execution to drive sales while not cannibalising or destabilising the exisitng, trusted JBWere brand and products.
Beyond branding challenges were the practical challenges of building a robust product suite led by a new 'halo' hedge fund. These challenges included matching product expertise with marketing resources, communications and media support, sales and investment integration, linkages with Goldman Sachs abroad. A deeper problem was uniting people comfortable with existing JBWere processes and culture - with new teams, processes, and products from Goldman Sachs globally.
Brand & product communications - investment
The Solution
We researched, developed and built a rebranded marketing and communications platform to service and promote new and existing products and investment processes. The new marketing architecture ensured that re-branded products, client service, media, digital, and investment expertise were launched smoothly and communicated clearly.
Office suite Adobe Indesign-Acrobat Proprietary ad software Proprietary asset management software
The client experience was crafted around a revamped, global, trusted brand backed by the resources of Goldman Sachs but with the existing, trusted JBWere brand as a core focus. We integrated connectivity between asset management, broking, and M&A divisons to ensure the rebrand in Australia was maximised and protected the existing JBWere brand was protected.
Brand & product communications - investment
Brand & product communications - investment
Performance Results
The integration of the new marketing-comms-branding platform marked a significant shift in how the firm promoted and launched new products. The platform not only launched a highly successul product that garnered over A$1bn in assets under management (a single hedge fund product), helped lower business risk, but also created significant savings of approx. $500K through an integrated, firmwide marketing platform that previously was fragmented.
Assets under management increase
Client newsletter readership
Brand survey
Beyond the numbers, the new Goldman Sachs JBWere marketing and comms platform fostered flexibility, creativity, technical expertise, and a strong product-launching capacity. The platform proved highly robust in scaling the business while retaining flexibility and being adaptive to new opportunities and risks as they arose.
