The Challenge

The traditional global media and events market targeting Group Treasurers & Heads of Treasury is mature and over crowded by sponsors. EI Advisory's client Deutsche Bank (DB) wanted to differentiate itself and create something unique for the most senior Group Treasurers. This community needed to:

  • Be built in order to engage the biggest names in treasury from the largest corporates,
  • Convene face to face globally,
  • Be digitally connected,
  • Create and share dynamic thought leadership.

Underlying this was the objective of ensuring DB are seen as a global leader in transaction banking.

Having evaluated opportunities with multiple media house, EI Advisory selected the Economist Group as the right partner. Following months of planning and research proving there was no peer-to-peer network for this audience, The Economist Group launched 'Global Treasury Leaders' in January 2018.

The Strategy