How to target a really niche audience
In other words, how to find a needle in a haystack
Deutsche Bank are a leading player in transaction banking globally with a very strong portfolio of clients and profitable business lines.
In order to really consolidate this position, Deutsche Bank wanted to raise awareness of their considerable brand strength to the most senior treasurers globally.
So how do you engage in conversations that are relevant and beneficial to an audience that are hard to reach and extremely careful about how they allocate time?
Campaign Objectives
Build a
global peer to peer community
to engage the biggest names in the treasury space
Convene annual summits
with a multi-region focus (Hong Kong, London & New York
Enable
digital connectivity
for this community
Create and share
thought leadership
to inform senior treasury professionals
Reinforce Deutsche Bank's position as a
strategic partner
to global treasury leaders
Corporate treasurers hold the key to an enterprise’s liquidity, risk management and compliance, and having their fingers on the pulse and lifeblood flow of cash can make or break an organisation.
The Perfect Partner
EI selected The Economist Group for this campaign because of
Their global reach as a brand
The strength of brands within The Economist Group which attract the right audience (EuroFinance; Economist Intelligence Unit EIU; Eurofinance Community Treasurers Network ECTN; Economist Events)
The ability of The Economist Group to enable these four brands to come together and build a unique campaign.
The synergy of brand characteristics shared by both The Economist Group and Deutsche Bank
Professionalism
Authority
Respect
Trust
Created with Sketch.