Whilst Aon’s network of risk managers is enviable, it didn’t have the depth of subject matter editorial knowledge or C-suite contacts to place the right content in front of the right people. This is where FT Longitude and the Financial Times could help.
As FT Longitude, we drew on four of our key capabilities to devise a bespoke integrated content strategy and thought leadership programme for Aon across strategy, research, content, and activation. This aimed to firmly establish Aon as a thought leader in the M&A market amongst a global C-suite audience, and to generate meetings for the business development team.
Using the Financial Times’ insight into the reading habits of senior C-suite executives, we recommend a strategy to help hit all three of the following goals:
- Provide a fresh perspective in relation to its competitors;
- Build off a known strong brand association;
- Deliver deep engagement with its target audience.