to the Q1 edition of FTSE Focus 2013
FTSE has had a presence in the United States since 1999 and last year that presence grew significantly when Vanguard chose to adopt FTSE benchmark indices for its international equity investment products, replacing MSCI indices. 2013 will see FTSE very much focused on further developing its profile, brand recognition and relationships in North America, creating further demand for its benchmarking and investable indices.
By building trusted relationships in this way over the next two years, we believe that significant numbers of ETF providers, institutional investors and RIAs will prefer products linked to FTSE indices.
FTSE has extensive experience of partnering successfully with ETF providers, exchanges and institutional investors, among others. As part of FTSE’s expansion in North America, we plan to build relationships with an additional audience - the Retail Investment Advisers (RIAs) who advise their clients on investment choices and influence asset managers on benchmarks for their ETFs.
These activities will be supported by FTSE’s largest-ever advertising and marketing campaign, working alongside our relationship managers and product experts. The programme is designed to build on FTSE’s existing profile, making the brand and its values known to new potential partners and ensuring that ETF providers, institutional investors and RIAs know all about FTSE’s products and services and of the advantages of choosing FTSE as a partner.
There will also be a strong educational element to the campaign as many people only recognise FTSE through the globally-known FTSE100 Index. We will help the retail advisor audience in particular to learn more about indexing, index-based investment and, more specifically, FTSE and the range and quality of products and services available.
Online media is a key information source for this group so, after an initial burst of traditional print and web banner ads designed to reach a wide audience, FTSE will use this channel to deliver a regular flow of information explaining why indexing is relevant to their businesses and positioning FTSE as knowledgeable and innovative. As well as establishing FTSE as a global leadership brand, the campaign will focus on four key product areas where FTSE has a special advantage – China, Real Estate and Non-Market Cap Weighted Indices.
By building trusted relationships in this way over the next two years, significant numbers of ETF providers, institutional investors and RIAs will prefer products which use FTSE indices.