Marketing Info

‘Our strategy is working…but we have only scratched the surface’

“For me, we don’t need a new strategy, we just need to go and refine and scale up what we’re doing. Our institutional pipeline is the strongest in 18 years. When I look at it, So it’s hard not to get excited about the potential and I think we’re just scratching the surface in the Canadian market. We’re really trending toward being a very worthwhile partner in that Canadian asset management landscape.”

The branding campaign, developed with M&C Saatchi Group, includes television, print, digital advertising, out-of-home and sponsorship, and will run in 14 countries in January and February, with each market with its own spin.

It’s another step in the firm’s growth plan — and Green said it will continue to keep an open mind with regards to further acquisitions that could enhance its investment capabilities, strengthen its wealth management business, or increase its investment potential. Technology can build expertise.

Alternative investing is, of course, at the top right now, with investors seeking income diversification and wary of a faltering bond market. Greene is excited about what his team can offer.

“The Alts are a big bucket,” he said. “It sometimes gets lost in the fact that we are a $2 trillion Canadian asset manager, but in our own right we are a $200 billion alt platform in private credit, private equity, real estate and real assets. That in itself is a worthwhile business, and there is no competitor in the Canadian region that can offer the depth and breadth of a platform.”

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