AIM High: Marketing in the Middle East
Description
The Middle East is considered by many as an opaque market, it can be difficult to know who the end investors are and the industry is extremely relationship driven, making patience a key contributing factor to the success of asset managers in this region.
In today’s episode Twink looks to unravel the fundamentals of the investment industry in the Middle East as she is joined by two industry experts; Nigel Sillitoe, CEO of Insight Discovery; and Emmanuel Laurina, Head of Middle East & Africa at State Street Global Advisors.
Themes covered in this episode:
- Nature & fundamentals of the Middle Eastern investment industry
- Key considerations to being successful in the regions.
- Choosing the appropriate marketing strategies and tactics
- Leveraging globally produced concepts for marketing content or campaigns in the Middle East
- The Middle East and sustainability
- Emerging trends over the last 12 months
Introducing the participants:
Nigel Sillitoe is a high-profile executive within the financial services sector and a regular speaker on the conference circuit being voted one of the most influential executives in the offshore financial services industry in both 2018 and 2019. CEO of Insight Discovery, Nigel has worked with numerous clients for strategic communications including one of the largest asset management companies in the US and the biggest asset management firm in Europe.
Emmanuel Laurina is an experienced sales and marketing leader with over 20 years’ experience within the investment management industry. Having started his career with BNY Mellon in 1997, Emmanuel now heads the Middle East and Africa region at State Street Global Advisors as well as being a member of the company’s senior leadership team, EMEA’s executive management team, and EMEA’s diversity and inclusion committee.