Addressing climate change can add alpha and manage risk in portfolios
Using a trending topic and market event to inform and inspire the public. Bring additional life to a brand with thought leadership.
Nuveen launched a new brand commercial focused on responsible investing in September 2018. A brand is more than a commercial or logo. Therefore, we brought additional life to the brand association with a substantive content program.
How? We launched a surround sound content program using a trending topic, climate change, and a market event, NYC climate week.
Communications objectives
Shift our messaging and “mainstream” RI: Move from “RI aligns with your values” to “RI adds alpha and reduces risk”
Build an investment case for responsible investing in all asset class
Incorporate our three RI principles in storytelling: ESG integration, engagement and impact
Be in the conversation: Use a market event (NYC climate week) and trending topic to be in the public discourse
Marketing objectives
Raise market awareness: Position Nuveen as a thought leader and leading authority in responsible investing. Generate online and offline buzz and conversation
Move the industry forward: Provide the latest knowledge and insights around climate change – and how it affects investments
Drive growth for Nuveen: Differentiate Nuveen from competitors by the way we think, rather than the products and services we offer. Create market awareness and demand; increase sales leads and deepen existing relationships – bridge ideas back to our products.
Samples
