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...