AML clients shine on simple creative platforms

Broadridge’s FB50, the annual round up of Europe’s professional fund selectors’ favourite Asset Management brands, was published in mid-March. And once again, AML’s Asset Management clients had good reason to celebrate.

“Robeco shakes it up, entering the top five with an impressive increase in brand score” the report notes. Robeco, having climbed from 15th in 2014 just before their partnership with AML began, have progressed a further two places over 2019 into 5th position, one below Pictet Asset Management. And Pictet, down at 10th in 2015, have now held the 4th spot for four consecutive years following their 2016 launch of Mega online through AML, retaining their rank just one place below the behemoths of BlackRock, JP Morgan and Fidelity. The report comments, “The two have much in common, both having defined and articulated an authentic, clear and differentiated positioning.”

AML 2019 win Vanguard also had a good year, rising nine places to 20th, prompting Broadridge to comment on the firm’s ability to “position its brand as that of a value-delivering consumer advocate rather than simply a low-cost provider.”

Not to be outdone, another AML 2019 client win, BNPP Asset Management, have turned a four-year average rank of 37th into a nine-rank leap to 30th place over the year. The report comments that progress, “may indicate early returns from a recently adopted ‘Investigator’ content mouthpiece that could emerge to provide … character and personality …”

With ethics-fuelled trust playing an increasingly important role in brand choice1, and brand a proven commercial driver2, AML’s clients are reaping the rewards of simple, authentic and clearly-evidenced creative brand platforms.


1 Edelman, Global Trust Barometer 2020

2The Lure of the Brand: Evidence from the European Mutual Fund Industry. Hazenberg, Irek, van der Scheer and Stefanova, 2015