Franklin Templeton
An “insight engine” built for an emerging-markets investment trust's thirtieth birthday: a 2,000-person survey, thirty years of trade modelling, a flagship report launched at The Shard, and no recorded result.
Objective
Franklin Templeton wanted to promote TEMIT, its emerging-markets investment trust, and to paint a positive picture of emerging markets for audiences ranging from future investors to professionals.
The team built an “insight engine” for it: a combination of proprietary survey findings, economic modelling and secondary data, designed to keep producing usable stories across a whole year rather than for a single launch.
Creative response
The work was design. The survey research, economic modelling and launch communications were delivered by others.
- A nationally representative survey of 2,000 UK adults, screened to a minimum threshold of £20k+ in investments.
- Economic forecasting on the UK's trade relationship with emerging markets, how it had changed over thirty years, and where it was predicted to grow.
- Messaging documents that fuelled press outreach across the whole of 2019.
- Supporting infographics translating the modelling into something an audience could hold.
- A flagship report, copywritten and digitally designed end to end, launched at an event marking TEMIT's 30th birthday at The Shard.
- A microsite endpoint. Content hosted on a Franklin Templeton microsite as the traction point and distributed by the internal comms team across social and traditional channels.
Results
FULL YEAR, of press outreach fuelled by the messaging documents across 2019
THE SHARD, flagship report launched at TEMIT's 30th birthday event
Distribution ran through Franklin Templeton's own internal comms team, across social and traditional channels, with the microsite as the endpoint.
The survey size, the modelling period and the launch venue are all inputs, what went in, not what came out. A full year of press outreach is described but never quantified.
The work
