Rethink Financial Thought Leadership: How to Crack the Activation Code

2. BLACKROCKRethinking risk in a more uncertain world OBJECTIVE BlackRock wanted to reinforce its status as a thought-leader within the insurance space throughproviding authoritative analysis to senior executives on the key factors shaping the industry. The Economist Intelligence Unit conducted a global survey of 248 senior executives in the insurance and reinsurance sectors with estimated assets under management of US$6.5trn:, with the view of producing a white paper analysing the survey results and outlining the findings from the in-depth interviews and comprehensive desk research. SOLUTION RESULTS • EIU marketing activities generated: • 3,032 page views and 701 report downloads in just 4 weeks • 40.43% open rate of email sent to insurance directors globally, generating 1,045 page views and 398 downloads • Amplified across social media channels generating over 98,000 impressions and over 150 likes, shares and comments • The white paper was runner up in the ‘Savvy Investor Awards - Best White Papers 2015’ CASE STUDY

3. TEMENOSFUTURE FACTORS OBJECTIVE Temenos, a banking software company, wanted to create content to raise their profile as a forward-looking organisation during the Future of Banking event. The collateral was also be part of a broader marketing campaign. SOLUTION The Economist Intelligence Unit surveyed 242 global banking executives to investigate the views of retail banks on the challenges and changes they face in the years to 2020 and how they are responding. Respondents were drawn from across the world, of these, 95 are from banks with annual revenue of less than US$500m; 45 from banks with US$500m-1bn; 44 from banks with US$1bn-5bn; and 50 from banks with revenue of US$5bn and more. All were senior, with 100 at C-suite or board level and the remainder senior executives. In addition, in-depth interviews were conducted with 13 senior executives from banks, some global, some regional, some small and tightly focused. • Visits to Temenos website up by 10,000 month on month for March 2014 • >900 report downloads, 2,886 pageviews • Amplified and inspired via 934,000+ interactions and 50+ report downloads via social media • 4 mins 30 secs average time spent on Temenos page of The EIU Perspectives website • >600 leads, 14 engaged nurturing leads, 1 opportunity so far RESULTS CASE STUDY

4. THE GOOD BANK OBJECTIVE To generate a global conversation amongst the biggest stakeholders in the financial services industries The Good Bank Initiative was established as a six-month conversation with the aim of developing a new scenario for the banking sector. It culminated around 3 key themes: innovation, efficiency and trust. The model was a culmination of an ongoing public dialogue online which allowed users to interact with online experts who were also responsible for steering the conversation to create insights to highlight issues in the sector and encourage ideas and opinions to surface. An innovative, technical platform was at the heart of the solution and the ideas and opinions were share on the platform and created a foundation for a quantitative and qualitative research report. • Insight Centre, Digital media, hybrid event and research report • Real-time communication between the financial services community and experts on the platform • All content “snackable” and shareable via infographics, slide shows, videos, blogs, live polls etc • Extended engagement through distribution of content across The Economist’s platforms • Deep-dive debates and dialogue via custom thought-provoking events SOLUTION RESULTS • Reached more than 1.5 million Economist readers. 7,084,329 impressions on Economist.com • 4,242,329 impressions on Twitter and 584, 819 impressions on LinkedIn • >100,000 page views on the platform with 5,614 visits on the day of the live event • >1000 registrants to the site, 80% of whom were engaged • Average viewing time of the webinar was 43.5minutes • >300 comments made on the platform CASE STUDY

5. THE BANK OF COMMUNICATIONSSea Turtle Index OBJECTIVE To identify and look into issues surrounding high net worth individuals of China that are unique and uncovered by its competitors and position Bank of Communications as a thought leader to help its private banking customers on issues most pressing to them. • Economist Intelligence Unit (EIU) developed and produced the Bank of Communications Sea Turtle Index, benchmarking the potential returns on an international undergraduate education in 80 cities worldwide. The Sea Turtle index is unique as it takes various factors into account in ranking the cities potential returns, from academics, financial and social indicators. No other index offers such comprehensive coverage and analysis. The program included: • The Index with comprehensive data and analysis • Bi-lingual White Paper • Online mini-site with interactive data visualization • Amplification via multiple EIU channels • Media launch event • Multi-platform Advertising SOLUTION • The Economist has provided a comprehensive program with unique content, enabling BOC to take the lead and engage with its target audience with insights via user-friendly and interactive channels. • The amplification campaign has also aroused extensive interest across a broader range, with over 21 pieces of local, regional and international media coverage. The online mini site has also achieved over 28,000 unique visitors in 4 weeks after launch. RESULTS CASE STUDY

6. Thought Leadership@Capgemini Karen SchneiderApril 19, 2016

7. Nearly 20 Years of Developing Market Relevant Thought Leadership Successfully Mapping to Client Issues and Buyer Types Targeted to CXO, Senior Line Leaders in payments, retail banking, insurance, wealth.Offering: Executive Interviews and Customer Surveys World Reports& Trends Capgemini proprietary research and insights Points of View Domain perspectives and solution approaches Targeted to Senior Leaders, Middle Management and IT ProfessionalsOffering: Deep domain expertise and solutioning Opinions Blogs, LinkedIN posts, Tweets and byline articles Broadly targeted to buyers across all levelsOffering: Perspectives, extensive social media and PR

8. CHANNELS Engaging Customers Throughout the Buying JourneyMatching Channels & Assets to Customer Touchpoints ASSETS CUSTOMER BUYING JOURNEY Gather Info & Form Preferences for Brands Inquire & Engage with Experts Short List Vendors & Make Buying Decision • Acct Exec, BDE, Inside Sales • PR & social media: • Web • eMarketing • Acct Exec, BDE, Delivery Exec • Telesales • Events • Experts on social media • ABM • Customized sales pursuits • Analyst & advisor recommendations • Sales & client decks, interactive websites, ROI calculators, demos, benchmarking tools • Scripts, message maps • Roundtables, webinars, trade events • Blog posts, tweets, LinkedIn posts • Analyst & advisor rankings • Client references • Case studies • Account-tailored thought leadership, local data • Thought leadership, POVs • PR, social posts, blogs, infographics, videos • Websites, apps • Email campaigns Brand Awareness Educate on Industry Issues & Challenges Brand Preference Provide Value-Added Info & Interactive Touchpoints Brand Eminence Present Market Credentials CAPGEMINI BRAND INFLUENCE

9. Capgemini’s Thought Leadership Marketing LifecycleFrom Market Relevancy to Enabling Sales and Driving Brand Eminence 3 • Train spokespeople & salesforce • Develop & deliver sales toolkits • Develop marketing strategy • Identify channels • Identify buyer personas • Create assets Enable Sales 4 Develop Campaigns LaunchCampaigns • Execute across all channels • 48 hour reporting 2 • Identify client issues • Perform primary and secondary research • Leverage best practices & case studies • Tie to solutions Power Base Principle 1 Relationship Development Develop Thought Leadership • Respond to calls to action • Inside sales prequalification • Sales calls & presentations 5 Create Brand Preference Feedback & Reporting 7 Value + Recognition = Influence Buying Decision • Build proposals • Respond to RFIs • Create pursuit marketing • Engage referrals • Advisor recommendations • 10 & 30 day reporting • Client feedback • Lessons learned 6 Present Market Credentials • Plan & execute negotiations • Review win/loss

13. Discussion Points? Where to find your white space? What formats and channels work best along the customer journey? Interaction: making it a two-way street Engaging the front line: the last mile of content Measurement and ROI Your questions?