The client is one of the world’s largest asset managers and a major global investor. Having developed a new structure for its UK website, the firm needed content that was driven by its clients’ needs, had the correct level of detail and was pitched at the right level for the UK institutional audience.
We were appointed as content partner to write the website copy. Part of our role was to ensure that the copy was relevant to different institutional audiences and conveyed a commercial understanding of the needs and requirements of each audience. In addition, the website content needed to capture the unique selling points of each area of expertise, whilst ensuring consistency with the client’s overall proposition and style.
Throughout the project, FWD worked closely with key stakeholders from different parts of the business. Source material varied: in some instances, existing copy needed to be edited; in others, completely new copy needed to be created. In addition, our proactive and flexible approach to project management was key throughout to enable us to respond to a number of changing requirements in the most cost effective way for the client.
Our key achievements were that we communicated the client’s core differentiators in a powerful and commercial way, and developed consensus views on messaging, while maintaining focus across different audiences. An additional output of the project was a communications style guide, which the client was able to use as guidelines for future updates and copy creation.