ishares: How to Keep Evolving

UK online stock trading service iShares wanted to change its image among professional investors, a traditionally tough audience to engage with.

ishares: How to Keep Evolving


CLIENT • iShares

THE TEAM • Matthew Heath, Kate Edwards, Stephen McArdle, Bruce Pywell, Andrew Pogson, Dan Wright, Kieran McGinley, Susie Reed, Marek Charytonowicz.

WHAT IS WONDERFULABOUT THIS WORK? • We engaged professional investors and encouraged them to reappraise their views of iShares — this meant getting the tone spot on was vital. Despite a lower budget we delivered a 20% uplift in web traffic and a very creditable 20% email open rate.

OBJECTIVES• Change the way professional investors think about iShares. Persuade them to take ETFs more seriously....

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