Mirae Asset Global Investments – Marketing & Communications

Mirae Asset Management, the largest Asia-based investor in emerging market equities, looked to build its brand in UK and Europe and raise assets for its core SICAV range.

Peregrine were engaged to develop a media strategy to ensure strong corporate and product messaging and this included the design of market-specific websites and an advertising campaign around the ‘We Live Our Investments’ theme.

Mirae Asset Global Investments

Objectives

To establish in the UK and Europe the brand presence of Mirae Asset Global Investments, the largest Asia-based investor in emerging market equities.

To build understanding and acceptance of Mirae Asset’s ‘Asia Great Consumer’ and ‘Asia Sector Leader’ fund strategies amongst key target investors.

To successfully support the raising of assets for Mirae Asset’s core SICAV range.

Strategy

Strong product and corporate messaging culminating in the development of the ‘We Live Our Investments’ slogan – now deployed as a fundamental aspect of Mirae Asset’s brand strategy.

Redesigned the UK / HK websites to convey a strong and consistent brand identity, with supporting video, filmed and edited by Peregrine.

High value, high impact media relations: corporate and fund manager profiles and guest articles, with media training for executives prior to interviews.

A global brand-building advertising campaign across both print and digital in 2014/15.

Results

Mirae Asset’s core SICAV range total AUM grew from $150mn to $1.75bn in 14 months.

Mirae Asset has become a recognised brand and a leading voice in the emerging market equities space in the UK and Europe.

Testimonial

“The relationship we have with Peregrine has been crucial in formulating and delivering a thorough marketing and PR plan which truly reflects our characteristics and strengths as a firm. They are extremely thoughtful and diligent, taking time to really get to know the essence of Mirae Asset and what makes us tick – this sets them apart from their peer group and allows us to consider them a partner, tied to the overall future success of our business. Additionally, their high standing within their field has enabled us, as an overseas-based asset manager, to have access to the highest levels of the media world, enabling us to build our presence in the European marketplace quickly and professionally.”

Ashley Dale
Chief Marketing Officer
Mirae Asset Global Investments