Driving brand dominance and growth for SS&C Advent

The world of B2B solutions for financial services is beset by complex, often hidden and hard-to-reach audience segments, notoriously impervious to existing marketing techniques and approaches.

To better understand them, we turned to the SS&C Advent marketing and sales teams – a rich source of customer knowledge. Typically, salespeople are very often disconnected from the marketing team – the two functions tending to be siloed – but bringing them together so closely can deliver powerful results over time.

Our unique Human Affinity approach is designed to deliver meaningful insight at both a business and human level. It not only identifies audience in-depth needs, but also uncovers previously un-met needs – ensuring we respond in the most relevant and understandable way to create genuine cut-through and engagement.

We were able to develop a robust brand framework that successfully meets (and exceeds) the diverse audience needs, pain points and motivations within the target financial service segments – applying adapted propositions under the main brand proposition, as our There is No Alternative campaign vividly demonstrates.

Leading alternative management firms tend to be led by ultra-busy people with “no time for marketing” – in every sense. They’re a tough group to reach and so we interrogated these traditional industry stereotypes to understand them as people. Only then could we devise a campaign with the relevance, originality and cut-through that would command attention.

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