Balancing the narrative around active/passive management
Situation
Active and passive management strategies play important roles in investing, but over the years a misleading narrative has taken shape via unbalanced reporting that pits one strategy vs the other.
Solution
Chip conducted a targeted media relations and education campaign designed to rebalance the narrative, illustrating how the two investment styles work best together; all supported by research, educational events, and resources.
Results
We saw a 66% decrease in the number of negative articles published and a 79% increase in key message pull-through from Q3 2020 to Q3 2021.