AML Finalists for the Finance Content Campaign of the Year

AML does simple ideas for a complicated world. Exactly what BNP Paribas were looking for when they wanted to challenge how content marketing could work for global asset management audiences. It’s a sector defined by constant change, highly sophisticated consumers, multiple undifferentiated competitors and distinct shortage of genuinely impactful, insightful content. 

So, we created the Investigator Series. A stand-out content brand within the Asset Management sector. True to the BNP Paribas Asset Management investment philosophy, we proposed creating a content platform that could tackle any topic or theme with unbiased, open-minded views and 360º perspectives.

The editorial stance taken has allowed BNPP AM to provide genuine thought leadership rather than mere commentary and has inspired the business to adopt the Investigator approach across far more than just investment content. It’s expanded to align to themes and topics set at a CIO level and to tackle subjects often without obvious investment relevance. 

With over 120 articles and 40 videos, produced so far in 5 languages, it’s proved its value as a big content idea in a sector looking for inspiration and objective insight, not just information.

It’s highlighted AML’s ability as an agency to adapt to a changing world and evolving client needs. Strategically robust and creatively adaptable ideas to cope the most challenging economic environments. The Investigator Series campaign has allowed us to showcase the range of capabilities from strategic insight generation, creative articulation and multi-channel application, cross-markets and to multiple audiences. We have delivered this for clients operating in highly regulated and intermediated sectors with B2B and B2C audiences. 

Being shortlisted for the award is not only a real honour but testament to the hard work from both the agency and client team to build a truly distinctive and successful campaign that has transformed the approach BNP Paribas Asset Management take to content. A genuine client and agency team collaboration and one that we are both immensely proud of.