Investec Asset Management

A transformative positioning to help buyers buy

Business challenge

In a crowded and commoditised market, Investec Asset Management needed to articulate how their point of difference gives them an investment edge. Their story is an interesting one – they come from an emerging market so they approach asset management differently. But their positioning lacked a clear customer benefit. We developed a powerful idea that helps the business to sell more easily to customers.


Institutional investors and intermediaries are looking for an asset manager that they can believe in to deliver solid returns. One that listens more and challenges the market to deliver solid ethical returns not losing sight of whose money it is that they are investing.

The idea

Question Ordinary – a communications platform to demonstrate the way they approach and do business and the reason they deliver consistently superior performance for customers. We question the ordinary and challenge the status quo when we’re looking for investment opportunities. We have a different way of seeing things, as we came from an emerging market.

Our work created a consistent global communications idea that brought much needed consistency to the markets and most importantly talked directly to the needs of customers.