Columbia Threadneedle
Two engagements under one name. Three retirement reports across the UK, Germany and Italy that produced six media narratives, and a fifth-birthday film for the group's charitable Foundation.
Objective
Columbia Threadneedle Investments is a global asset manager. It wanted a thought-leadership platform reviewing how three generations, Generation X, Millennials and Baby Boomers, approach retirement, across three European markets.
Separately, the Columbia Threadneedle Foundation, which invests in community partnerships creating positive social impact, reached its fifth birthday in 2019 and wanted its biggest successes told back to the wider organisation.
Creative response
The work was design. The research, thought leadership and communications were delivered by others.
- End-to-end on the retirement programme. Research of key candidates, copywriting, design, press release and media engagement, content creation and social advertising, all managed in-house.
- Three market reports. UK, Germany and Italy.
- Six media narratives drawn from the findings and published in key outlets across the year.
- Targeted social campaigns on LinkedIn and Twitter, aimed at financial advisors, investment consultants and wealth managers.
- A Foundation film. A list of key achievements turned into a script and storyboard reflecting the charity's tone, then into a two-minute video and an accompanying infographic.
- Group-wide distribution. The Foundation assets were published on its website and distributed across the wider Columbia Threadneedle organisation.
Results
The LinkedIn and Twitter campaigns led to “a significant increase in downloads” of the retirement reports.
The work
Source: krismakuch.co.uk