01
What did the client need?
- A clear, consistent and differentiated fixed income proposition post-merger
- Coherent guidance on new positioning to be used by internal teams to ensure consistency of message
David Master, Chief Marketing Officer, Janus Henderson Investors
“This is the best narrative that I have seen that captures the true essenceof JHI.”
02
What we did
1 Interviews
Extensive interviews to discover key tenets of the fixed income capabilities, followed by workshops to test the messaging
2 Developed an authentic articulation
Developed an authentic articulation of fixed income capabilities to lead brand awareness of company post-merge
3 Crafted a messaging framework
Crafted a messaging framework at corporate level to ensure aligned fixed income positioning
4 Delivered
Integrated marketing campaigns targeted at both the wholesale and institutional channels including advertising, website/campaign pages, enhanced content and internal communications
“The team developed a strong narrative and theme (mindful to make sure this aligned with the wider fixed income positioning work) plus an accompanying pan-European communications strategy ensuring optimum use of budget and cut through.”
Clare Louvet, Wholesale Marketing Manager, Janus Henderson Investors
03
The outcome
- Clarity of positioning internally, strong messaging and differentiation externally
- Messaging framework allowing for flexibility to adapt to marketing medium – detailed copy for brochures, shorter formats for advertising
- New positioning now in use globally
- Increased internal awareness of brand values in post-merger world
"The White Marble team focused on creating a strong articulation of our fixed income capabilities alongside an overarching brand narrative which effectively captured JHI’s core brand values and key tenets of our fixed income offering post-merger.”
Rebekka Lambert, Head of Institutional Marketing, Janus Henderson Investors