ETF marketing – simple in theory but hard in practice
ETF marketing may seem straightforward in theory, but delivering a compelling and consistent message across diverse investor audiences is far from simple.
08 April 3 mins
Marketing in the Age of AI: using AEO to shape the narrative
As AI becomes the first place customers go to look up your firm, marketers must rethink visibility. Answer Engine Optimization (AEO) is about understanding what information AI draws on about your firm, and ensuring those answers are accurate, consistent, and credible.
18 March 2 mins
Two in Twenty with Baillie Gifford’s Ian Bruce
Ian Bruce discusses his extensive career at Baillie Gifford and lifts the lid on how the marketing team played an integral role in fending off activist investor Saba.
17 February < 1 min
What 20+ peer reviews told us to expect in 2026
The asset and wealth management firms winning in 2026 likely won’t be those with the most products, the biggest platforms, or the loudest marketing. Four key themes to watch out for next year.
11 December 4 mins
A symphony of skills: our interdisciplinary approach
Every week, Alpha Agency tackles a truly varied collection of client issues and requests. From brand messaging to website builds, creative refreshes to campaign calendars, and more – our clients’ needs are as complex as the industry within which we operate. In response, we’ve built a team that can fit and flex, with interdisciplinary skills that allow us to address multifaceted marketing requests and pivot our approach when needs change.
15 October 3 mins
What marketers can learn from industrial design
Things like texture, colour, the shapes used; these, often subtle, elements all become sources of brand strength because, when done well, they are identifiable.
18 July 2 mins