Case Studies

Situation:

Our partnership with BNP Paribas Wealth Management . The Global Entrepreneur Report. BNP wanted to own the conversation on entrepreneurs in the global wealth sector.

Challenge:

To maintain BNP’s position as a provider of thought provoking differentiated content, supported by relevant, concrete and insightful data, that offered insight to clients and the industry.

Our Solution:

Over the five year engagement, we published an annual study of HNW entrepreneurs in 22 advanced and emerging economies. This included insights from more than 12,606 elite entrepreneurs across APAC, Europe, the Middle East, Brazil and the US with interviews spotlighting the human side to the data.

Country-specific scorecards highlighted key data-points and investment trends. The report also included year-on-year comparisons of trends in entrepreneurs’ investments and activities.

Results:

Each year our core report launched to European media securing substantial coverage in international publications (e.g. Financial Times, Wealth Briefing, Business Insider and Forbes), raising the profile of the BNP Paribas Wealth Management brand.

Support for BNP’s global marketing efforts extended across the marketing mix including digital marketing e.g. a Facebook Live event where clients could ask direct questions about research findings and implications, and presentations of our research insights at regional conferences.

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Situation:

Developing a segmented proposition for the UK UHNW market for a global investment manager. A 360 assessment of the UHNW proposition in the UK, covering 4 key competitor business models and identifying the product capabilities, service offering and operational requirements to support an UHNW proposition.

Challenge:

To evaluate whether the investment manager had the potential to compete in this market based on brand, investment proposition, digital capabilities and talent.

Our Solution:

We developed a full market review covering quantitative and qualitative research including interviews with key stakeholders (CEOs to Private Client Heads) and validated and complemented with data and insights from our global database on UHNWs.

Results:

In addition to a detailed assessment of the market covering all business models including product capabilities, growth strategy and business differentiators, key recommendations included:

  • To create a segmented UHNW proposition, with a distinct brand, to better compete with rival firms
  • Bring on appropriate talent to service this specialist client base
  • Conduct further research with professional advisers regarding service requirements
  • Quantify growth potential/financial impact from existing client base vs new business

Situation:

Multi-year client engagement programme to inform strategy for a major global private bank. The bank wanted to understand its clients’ experience as they interacted with its services delivered from locations around the globe.

Challenge:

The bank sought not only to understand its clients better through a structured engagement programme, but also to benchmark its performance relative to its competitors.

Our Solution:

An online quantitative survey encompassing feedback from clients at 10 booking centres covered all aspects of the client journey. 90 qualitative interviews were undertaken with clients in global locations for greater detail. An external panel of HNW clients provided competitor scores.

The three-year programme delivered year-on-year benchmarking of results. We also explored deeper trends across target segments with strategic recommendations on how to improve profitability across the business.

Results:

Actionable recommendations to improve client experience across the bank’s operations, from the global level, across regions, down to the individual relationship manager.

The executive committee were given insights to help them optimise their global strategy. This included online dashboards to show individual RM performance benchmarked against the wider private bank and its competitors, to help the bank refine and improve performance.

Presentations to front office teams provided actionable insights for relationship managers in every region on how to improve client interaction.

Situation:

Optimising campaigns with brand tracking to improve results at a global Top 20 Private Bank. The bank had experienced challenging trading conditions and there was a perception their brand equity was damaged. We were commissioned for a Brand Tracker study to measure and track their brand strength in the market, as well as assess the effectiveness of their new marketing campaigns.

Challenge:

Research was conducted twice a year after each campaign flight to: Understand the perception and performance of the brand among UHNWs in core markets. Assess competitiveness across KPIs. Set a baseline ahead of shorter pulse surveys to test effectiveness of new advertising campaigns.

Our Solution:

A quantitative survey with 205 UHNWs (minimum net worth USD 10mn) across 11 markets. This explored “brand awareness, consideration, market share, campaign visibility, and digital habits. Results were segmented by region, benchmarked against global and local competitor sets.

Results:

Our analysis allowed the bank to:

  • Optimise their online advertising campaign.
  • Evaluate its marketing and proposition strategy for the coming year and optimise media placements.
  • Develop a messaging grid to clearly state brand values as a guide for all corporate communications.
  • Undertake an internal calibration exercise to determine proposition differentiators in each region.