Perspectives
Burning Questions with Louise Eyres, Chief Marketing Officer, Vanguard Australia
We talked to Louise about how Vanguard improves ROI using Total News in their marketing mix.
Why do you choose news in your media mix?
“The beauty of the Total News offering is that we can see the impact that news has made on our marketing strategy”.
Moving to a strategic news partnership has unlocked further return on investment by establishing a content story of trust, integrity and credibility that can be reiterated through multiple touchpoints.
For Louise, Total News offers the breadth of reach and connection. Vanguard has a portfolio with 2 distinct customer bases, personal investors and financial advisors, and it is essential that media platforms can reach both, aligning with Vanguard’s mission to take a stand for all investors. The Vanguard products are also at different stages in their lifecycle, with superannuation relatively new in market, Louise is looking for brand awareness, but for personal investor products the aspiration is for consideration and conversion. News has been a perfect solution to deliver on these media aspirations.
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