MediaScan – Mintgecko

MediaScan CASE STUDY

Problem

MediaScan was a proprietary piece of white-label research conducted on behalf of asset managers to identify perceptions of their brand in their core media and inform their future communications decisionmaking. It was conducted amongst a panel of around 40 leading asset managers on a biannual basis, speaking to more than 30 major UK and pan-European journalists covering the industry. Results were tracked to show changes in familiarity and favourability, while additional questions could also be included to track specific areas of the asset managers. In an industry as saturated as asset management, measuring success can be near impossible. In repsonse to this, we created an authoritative tracker of journalist sentiment towards major asset managers and measure individual companies’ performance over time, while also providing intelligence on how to inform future comms strategies.

Solution

Created a core survey that covered journalist perceptions of the familiarity and favourability of asset management companies, with scores for each metric given on a scale of 5 (very familiar/very favourable) to 1 (not at all familiar/very unfavourable). This was structured in a way that allowed for customisation of both audience (in terms of core and secondary publications) and content (in terms of bespoke questions and answer cross-referencing). The final report could be purchased by clients, either as a basic overview of the company or as a full report including more in-depth analysis and exploration.

Outcomes

MediaScan ran for 16 years between 2008 and 2022, providing leading asset managers such as Schroders, Aviva Investors, Baillie Gifford and NN Investment Partners with vital feedback on the success of their communications programmes and overall standing within their peer groups. Many clients used the results to create more tailored content for their core audience while others incorporated it into their standard performance tracking evaluation.