Service launch

Objective: Lazard’s Multi-Asset team had developed several bespoke portfolio solutions for large institutional clients using data science and rigorous fundamental research with their proprietary machine-learning tool. That success led to creation of a business called Dynamic Portfolio Solutions (DPS) dedicated to developing portfolio solutions to meet specific client objectives.

Lazard needed an intelligent marketing strategy and plan to support conversion of prospects to clients.

Strategy:  Because the audience for this service is so concentrated, the service so niche, and prospecting strictly based on established networks, developing brand recognition was not necessary. What we needed was a supporting ecosystem of digital assets to:

• Prove Lazard is committed to this business

• Validate the claims made in prospecting conversations

• Develop messaging to describe the Dynamic Portfolio Solutions process in enough detail to demonstrate their differentiating process and proprietary tools without giving away their secret sauce. Simultaneously showcase the depth, intelligence, and sophistication of the resources marshalled for each engagement.

Execution: Crafted the messaging through a series of meetings with the team in which we extracted the most pertinent and interesting points, resulting in a narrative true to the Lazard brand while also allowing the specialness of the service to come through.

Results: Delivered a public microsite and set of supporting sales collateral to tell the story. And a password-protected unlisted private section used in finals presentations to demonstrate how the team uses its proprietary process and AI software to create the magic.

 Learn more about Lazard’s Dynamic Portfolio Solutions program.