- Transforming fragmented events into a unified strategy.
- Achieving 3x more events and 30x client reach at 1/3 the cost.
- Leveraging AI and MarTech for personalized client journeys.
- Pivoting to virtual events during COVID-19 as a core engagement channel.
In an increasingly competitive landscape, financial services firms are seeking innovative ways to connect with clients and drive business growth. Capital Group, a global asset management giant, has emerged as a leader in this space, demonstrating a remarkable transformation of its event program. By strategically consolidating fragmented efforts and embracing a holistic event ecosystem, they've not only scaled their reach but also significantly boosted their return on investment.
Capital Group's journey began with a fragmented event landscape, characterized by disparate teams, manual processes, and a lack of unified data. Recognizing the immense potential, Ajith Krishnankutty, Head of Experiential Marketing, spearheaded a vision to transform events from mere logistics into a powerful growth engine. This involved a deep dive into client needs, identifying three core pillars: exclusive access to thought leaders, tailored dialogues, and enriching, enjoyable experiences. The goal was to design memorability, moving beyond a
“Events move emotions, emotions move behavior, and behavior moves money.”
- Ajith Krishnankutty, Head of Experiential Marketing at Capital Group
