Although the Asian asset management industry accounts for a mere 5 per cent of global investment fund assets, compared to Europe at 33 per cent, in recent years the Asian asset management industry has gained rapid momentum, outpacing growth anywhere else in the world.

The Asian asset management industry is very unique. There is no common regulatory framework, culture and language significantly differ from country to country, and the landscape to reach your audience is complicated by the wide ranging media popularity in a saturated market.

In this week’s episode, Twink discusses the nature and fundamentals of marketing in Asia, as she is joined by Lydia Lee Head of Marketing, APAC at UBS Asset Management and Catherine Hooper, Head of Marketing, Southeast Asia at Janus Henderson Investors, APAC.


Themes covered in this podcast:

  • Challenges of executing an integrated regional marketing strategy
  • Key considerations when building a presence in Asia
  • Challenges in leveraging globally produced concepts for developing content or campaigns for Asia
  • The prevalence of ESG in the Asian market
  • The impact of covid-19 and marketing trends that have emerged since the pandemic

Lydia Lee is an experienced Head of Marketing with a demonstrated history of working in the financial services industry. An all-round dedicated marketing professional with a Bachelors Degree in Economics from Murdoch University Lydia is skilled in asset management, management, leadership and marketing,

Catherine Hooper is a broad marketing communications expert within financial services and retail sectors across Asia Pacific and Europe. Degree educated at Aston University, Catherine specialises in communications, campaign development and brand management for both product and service-led businesses.