Case Study: Nordea Asset Management

While a household name in Scandinavia and many parts of Europe, Nordea Asset Management understood its brand and product profile in the UK market lacked visibility, particularly in the wealth management space. Therefore, Nordea appointed KL Communications in the summer of 2013 to build its corporate narrative and raise awareness of its underlying strategies – both in the press and directly for the clients of Nordea.

Objectives

  • A major focus on four of the group’s strategies, including the popular North American All Cap and Emerging Stars Equity funds.
  • Build Nordea’s corporate brand by highlighting the USP of its multi-boutique business model
  • Engage primary target audience of investment trade publications and national press, as well as media-facing clients
  • Assist in the creation and repackaging of existing content to ensure timely and relevant communications for both press and the clients of Nordea’s UK sales team

Strategy 

  • Achieve a thorough understanding of Nordea’s business objectives, strategic direction, processes and products
  • Implement a straightforward communications framework with the sales and marketing teams
  • Strong engagement with press to position Nordea as a stable and robust specialist asset manager
  • Generate further the awareness of underlying products the sales team is promoting, across both the press and the clients of Nordea

Results 

  • Significantly increased the profile of Nordea Asset Management in the UK
  • Exponential rise in press coverage across target media
  • Consistently secured high-quality news and features
  • Developed strong relationships with media-facing clients
  • Supported marketing and sales efforts with timely and relevant content creation

Liz Adnitt, Head of UK Discretionary Sales, Nordea Asset Management

Appointing KL Communications has been an overwhelming success for Nordea. Our overall profile and fund awareness has increased markedly and this has been a great help to our sales efforts. In addition to this, KL’s provides us with incredibly valuable idea generation, as well as insights into the marketplace.
Working alongside KL has also significantly changed and enhanced the way we use information to communicate with our leading UK clients. In what is a highly-competitive industry – KL produces timely, relevant, and tailored material to ensure our messages are exactly aligned to what key decision makers are looking for.

Feedback from clients has been transformational since working with KL. Here are two examples of feedback we received:
➢ ‘What you send us is excellent and very relevant. It makes life very easy for us.’
➢ ‘Your communication from fund managers is spot on. Best in the business.’

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