(Opalesque) The majority of the largest asset managers worldwide faced a second consecutive year of declining interest in their corporate brands, according to Peregrine Communications’ second annual Global 100 report into the integrated marketing communications (IMC) performance of the asset management industry.
The report found that nearly six out of ten (58%) of the world’s largest asset managers saw no improvement or an outright decline in organic Google search volumes for their brands during the research period. In 2019, a similar proportion (61%) also suffered the same phenomenon, showing that this is part of a longer-term trend and is not purely driven by Covid-19.U.S. firms that lead the way included 16 of the top 20 managers by AUM and 15 of the top 20 firms ranked by IMC scores.