Developing a sub-brand for Asia-Pacific

Challenge

Neuberger Berman sought a partner to help extend its footprint in the Asian-Pacific Market. With a suite of globally managed product, Neuberger Berman was stepping boldly into the competitive bank- and brokerage-sold advisor market.

Solution

Adler built a channel-specific sales program for both bank and advisor distribution in three key Asian markets. These programs and seminar programs framed a selling system that included lead generation, advisor material, presentations and digital sales tools. Key messages were modified and adjusted to reflect priorities in the local markets and tested with super-users before finalization. The program was modular so that individual elements could be expanded and updated without impacting the overall program.

Outcome

We saw market share expansion across alternatives, fixed income and equity UCITS offerings. Additionally, we coordinated a system for fund introductions and financial advisor education that is efficient to introduce locally.

Neuberger Berman