Building a marketing culture at BlackRock

This event report looks at attempts by the marketing function at BlackRock, the asset-management company, to enhance its internal status.

Building a marketing culture at BlackRock

Stephen WhitesideWarc

As the world's largest asset-management company, BlackRock controls more than 7,700 portfolios which, collectively, are valued at well over $4 trillion.

But for Matt Van Dalsem, its director/global media planning, these impressive figures do not automatically translate into equally formidable resources to spend on marketing.

"There is a perception I think, sometimes, of 'Oh, you manage $4.4 trillion; you must have a massive budget.' The reality is: we don't," he told delegates at The Big Rethink, an event convened by The Economist magazine in New York City.

"The reality...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands