CASE STUDY: Aon - Unlocking off-radar transaction value in M&A

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Unlocking off-radar transaction value in M&A

C-Suite Series in partnership with FT Longitude and the Financial Times

We are living in a time of unprecedented volatility, with trends in economics, demographics and geopolitics compounded by the rapid pace of technological change.

Financial services and insurance firm Aon, partnered with FT Longitude and the Financial Times Marketing Services (FTMS) group to build its reputation in the mergers and acquisitions (M&A) space to power the growth of that business.

Unlocking off-radar transaction value in M&A

The problem

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.

“The partnership with the FT worked well for us. A highly professional team of experts who understood and enforced our brief beyond our expectations has delivered exceptional internal and external value for our business. The results have been outstanding and we look forward to collaborating on more projects together as we elevate our brand with the C-suite audience.”

Andy Daley, EMEA Marketing Director

The solution

A new, proprietary research study was built using 16 in-depth interviews conducted by our in-house subject matter experts. Our research team used the resulting insights on perceptions of risk and risk management strategies from those on the frontline of M&A, combined with Aon’s annual trend data, to provide a rich analysis of the market in a manner sure to engage a C-suite audience.

To read the full findings, click here.

Together with the Financial Times, we helped create a number of multimedia content assets off the back of the research report in order to drive traffic to the findings using the FT’s proprietary audience data, FT.com, and social media. The result was over one million impressions on Aon’s content, from the world’s most senior business audience.

Content assets