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The challenge

Brown Brothers Harriman, a global financial services firm, wanted to gauge investor sentiment in China ETFs.

The solution

A comprehensive custom survey to yield market-moving insights and whose results formed the basis of a white paper.

The outcome

In generating new insights into investor attitudes on ETFs across Greater China markets, the bank won valuable exposure in influential trade publications, and demonstrated its expertise in an increasingly important asset class.

What we did

Brown Brothers Harriman has published surveys on the market for exchange traded funds (ETFs) in the US and Europe for several years. With regulatory change allowing greater cross-border investment into and out of Mainland China, BBH wanted to gauge investor sentiment in ETFs across Greater China’s three key markets: the Mainland, Hong Kong and Taiwan.

Recognising our unparalleled expertise in survey design and execution, as well as our team’s track record in devising and leading ground-breaking studies in China’s capital markets, BBH engaged us to create original research that would position it as a thought leader in the ETF market among existing and potential clients.

The project saw us work with BBH subject-matter experts and marketing leaders to ensure content was delivered on key commercial goals. Next, we advised on a survey questionnaire that would yield market-moving insights and get to the heart of issues crucial to BBH’s client base.

We also researched and advised on survey demographics to ensure credible and relevant results, and analysed the survey data to develop the most newsworthy findings.

In conjunction with BBH, we wrote a trenchant and topical white paper that delivered entirely new insights on investor attitudes towards ETFs across Greater China markets. This landmark paper was also translated into Simplified and Traditional Chinese to maximise its impact across markets – and positioned BBH to win repeat and new business from a range of clients in the region and globally. ...

World-class content strategy and execution

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