THE CHALLENGE
One of the world’s largest financial institutions sought comprehensive content support for its regional and in-country corporate communications teams in key Asian markets.
THE SOLUTION
The U.S.-headquartered bank engaged New Narrative to become an extension of its corporate communications team in Asia and provide a wide array of on-demand content services from speechwriting to video scripting and thought leadership development.
THE OUTCOME
New Narrative worked closely with the bank’s regional and in-country communications teams to articulate the bank’s value proposition, particularly for its main business lines of treasury services, investment banking and research, and craft persuasive messaging to suit various occasions and audiences including clients, prospects and policymakers to be delivered across different formats and channels.
WHAT WE DID
The client, a global systemically important bank, wanted a corporate communications partner with in-depth knowledge of Asia’s financial industry, and the ability to understand the mindset of and communicate fluently with their target audience of corporate decisionmakers and policymakers in the region. New Narrative commenced the engagement by meeting the regional and in-country teams in person and via video conferencing to understand their goals and communications needs.
One regular communications requirement identified was speechwriting for the bank’s C-suite leaders who are often invited to speak at high-profile events, which serve as invaluable platforms for the bank to interact with its target audience, amplify its thought leadership, reaffirm the unique value propositions of its products and services, and position its executives as authorities on industry issues. N/N editors effectively combined proprietary information provided by the bank’s team with their decades of combined experience in communications and knowledge of the APAC region to craft bespoke speeches for the executive leadership (regional and country CEOs) to deliver at various events, including the bank’s flagship regional investment summits as well as prominent external conferences.
Aside from providing speechwriting services, the N/N team also created primary promotional materials for the bank’s signature events, from multi-day investment conferences to smaller invitation-only salons. In addition, N/N also developed thought leadership articles around treasury trends and shaped the messaging for a key product marketing video.
N/N’s body of work cut across geographies and business lines, ensuring that the bank was well-supported on multiple content channels. It also demonstrated N/N’s editorial and project management expertise, which helped add value to a large in-house corporate communications operation, and agilely cater to their needs while realising high-caliber results.
World-class content strategy and execution
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