Value of Knowledge
A Financial Times multimedia series
Credit Suisse’s brand association with financial and wealth expertise is widely recognised, however, its contribution to sustainable wealth development – in particular the United Nations Sustainable Development Goals (SDGs) – is less known.
Credit Suisse approached FT Longitude and the Financial Times Marketing Services (FTMS) group to create a rich multimedia campaign rooted in trusted research in order to raise the brand’s awareness to senior businesses and high-net-worth individuals.
With 193 governments committing to deliver on 17 SDG goals by 2030, businesses are having to rethink their strategies and behaviour. Credit Suisse needed to showcase how they are actively pursuing their SDG objectives using an innovative and interactive thought leadership campaign.
How we built the programme
research reports analysed
pieces of academic writings collated
members of an advisory board convened to discuss findings
We drew on our in-house expert journalistic and research skills in order to further build on the client’s 2015 report: ‘Aiming for Impact: Credit Suisse and the Sustainable Development Goals’, by collating an additional 200 pieces of academic writing, 400 research reports, and a series of interviews with experts in numerous fields.
The resulting multimedia series – The Value of Knowledge – explores the skills, education, investment strategies critical to global sustainable growth, and how education in particular influences the progress of the sustainable development goals.
Running for four months initially, the series included 20 key findings articles, 10 case study-style videos and an interactive infographic, all hosted on an FT.com microsite. The content was activated successfully through social media, highlighted by a Retweet from renowned author and education ambassador, JK Rowling. The output itself was split between client-branded content and editorial content from FT Longitude’s expert journalists, keeping the senior business audience in front of mind throughout the programme.
The final campaign not only built the client’s association in relation to the SDGs, but also brought with it commercial opportunities as a bonus. Click here to see the final outputs.
“This is an excellent way to highlight the work of the Impact Advisory and Finance Department at Credit Suisse. From conducting original and definitive research, to creating high-quality content and sharing it across the FT channels, working with FT Marketing Services helps us to underline the importance of responsible investing.”
Steven Althaus, Head of Global Marketing & Brand Communications