Fam/Fav: Head of Research Chris Jarvis discusses why it’s more important than ever for asset managers to understand how they’re perceived within the media
August is an exciting time for our ‘Safety in Numbers’ insight series as, alongside February, it is when the results of our biannual Fam/Fav survey are compiled.
Every six months, in January and July, we survey a cross-section of investment journalists at leading broadcast, national and trade media outlets to gauge how familiar (the “Fam”) and favourably-viewed (the “Fav”) a group of 35 major investment houses are ranked. Using this data, we’re able to track the success of the media strategies these companies have in place, plotting companies on an axis that broadly divides them into four categories: the famous, the infamous, the cult and the obscure.
Citigate Dewe Rogerson’s Fam/Fav survey started life in January 2005, meaning we now have a database covering more than 15 years of journalist opinions. It is this historic dataset that makes Fam/Fav so exciting, as we track the impressions of major investors from the people who ultimately have a hand in what is written about them, through global financial events from the global financial crisis of 2007-2009 to the current economic effects being felt as a result of the Coronavirus pandemic.
It can be said without hyperbole that the last six months have presented asset managers, as with everyone else, with new and unique challenges as major financial centres around the world have been impacted by the pandemic. This is why we also asked journalists for their opinions on the investment managers that provided the most useful communications during the height of the lockdown and the types of communication that proved most helpful.
As we understand that no two asset managers are the same, a big focus of Fam/Fav is to provide as much insight for our clients as possible. This is why we also include the option for clients to include their own specific questions (on areas ranging from effectiveness of the media team to best-known asset classes or geographies) and also dig down into the data to pull out tailored peer group comparisons and tier one media outlet analysis. The client can rely on the final report to paint a helpful and realistic representation of their current reputation and provide insights into areas where they can adapt their strategy to achieve more success in the future.
If you work for one of the major asset managers in the UK and are interested in hearing how the media perceive your company – or if you’re a financial journalist and would like to share your views in the next wave – please contact us on email@example.com and let us know!