The Challenge

After two successful awareness advertising campaigns, SEI — a recognized fintech innovator and voice in the asset management industry — knew it wanted to create more frequent and actionable touch points with its institutional audiences. Realizing its information-rich, academic papers on advances in fund operations, compliance and disruptive technologies often had immediate industry influence, SEI decided to leverage its thought leadership.

SEI sought a strategy for packaging and distributing its long-form thought leadership content through a broad range of digital channels. The selection of touchpoints and placements was informed by analytics collected from previous advertising campaigns, enabling SEI to intercept its audiences at key points of contact with their content.