a division of Mitsubishi UFJ Financial Group, one of the largest banks in the world with approximately $3 trillion in assets
Insight: MUFG Investor Services is an industry leader in fund administration, asset servicing, banking and fund financing. Their CEO has a unique perspective on company culture, leadership and the future of the industry. The goal was to elevate the CEO's media presence as a forward-looking leader and strategic thinker who can deftly discuss industry trends while weighing in on what’s next.
Action: In partnership with the client, we honed messaging that would best represent their CEO's point of view, taking current news trends into account. We completed a targeted media push and secured strategic media placements, including a video interview with Entrepreneur that focused on shifting to a human-focused company culture, an interview in Financial Times, a thought leadership byline in Asset Servicing Times, a feature in Alternatives Watch – all focused on the CEO's perspective on the industry and leadership – in addition to supporting media coverage in trade publications. We also executed a branding and content campaign that amplified and enhanced our media strategy.
Impact: We raised the CEO's profile, with a special focus on his compelling leadership story and outside-the-box industry perspective. While reinforcing his business acumen in a "numbers" field, we succeeded in showcasing his nuanced views about the industry and what it takes to create and sustain a thriving company culture, cementing him as a leader in a growing space that he is helping to create and define.