Global Treasury Leaders Programme Case Study 2019

Winner 2019

FINANCIAL SERVICES

Brand

Deutsche Bank

Entered by:

EI Advisory

Credits:

The Economist

Global Treasury Leaders Programme

The Challenge

The traditional global media and events market targeting Group Treasurers & Heads of Treasury is mature and over crowded by sponsors. EI Advisory’s client Deutsche Bank (DB) wanted to differentiate itself and create something unique for the most senior Group Treasurers. This community needed to:

-Be built in order to engage the biggest names in treasury from the largest corporates.
-Convene face to face globally.
-Be digitally connected.
-Create and share dynamic thought leadership.

Underlying this was the objective of ensuring DB are seen as a global leader in transaction banking.
Having evaluated opportunities with multiple media house, EI Advisory selected the Economist Group as the right
partner. Following months of planning and research proving there was no peer-to-peer network for this audience,
The Economist Group launched ‘Global Treasury Leaders’ in January 2018.

The Strategy

Deutsche Bank (Global Transaction Banking) is a market leader in cash management, trade finance and security
services. From domestic and cross-border payments, international trade finance, acting as trustees, agents and
custodians for clients, DB helps companies to optimise opportunities, minimise risks and achieve their commercial
objectives.

DB has a very strong portfolio of clients and profitable business lines. Enforcing the brand with the most senior
treasurers is seen as key in consolidating this leadership position, to support clients and remain ahead of the
competition.

The aim of this campaign was to innovate! There was nothing in the treasury media space purely focused on
attracting global Group Treasurers and Heads of Treasury to network and share ideas in an intimate setting. Our
objective was to step out of the standard ‘treasury media and exhibition noise’ and build something exciting online
and offline specifically personalised for these senior decision makers. The campaign was designed to engage with the
top 200 Group Treasurers from leading multinational corporations for example, Shell, Vodafone and GE. Due to the
collaborative nature of the treasury function across organisations, this audience is hard to reach and careful how
they allocate time. In designing this campaign we had to demonstrate that this initiative would be valuable to them.

Objectives:
-Build a global peer to peer community to engage the biggest names in the treasury space.
-Convene annual summits with a multi-region focus (London, Hong-Kong & New York)
-Enable digital connectivity for this community
-Create and share thought leadership to inform senior treasury professionals
-Reinforce DB’s position as a strategic partner to global treasury leaders

EI Advisory selected The Economist Group as a platform for this campaign due to:
-Their global reach as a brand
-The strength of brands within The Economist Group which attract a Group Treasury audience (EuroFinance;
Economist Intelligence Unit (EIU), Eurofinance Community Treasurers Network (ECTN), Economist Events
-The ability of The Economist Group to enable these four brands to come together and build a unique campaign
-The synergy of brand characteristics shared by both The Economist Group and DB; professionalism, authority,
respect and trust.

The Implementation

The media mix for the programme includes;
THE GLOBAL TREASURY LEADERS SUMMITS
-Top level forums, run in NYC, HK and London for a hand-picked selection of 40 top treasurers from large
multinationals
-Shaped by a regional Advisory Board of top Group Treasurers
-Run under Chatham House rules, over two days with table discussions, innovative treasury case studies and
keynote speakers.

TREASURY LEADERS RESEARCH SURVEY
-An in-depth survey, conducted by the Economist Intelligence Unit, of 300 global Group and Head Treasurers on the
latest innovations and current issues
-Outputs include in-depth editorial reports, dynamic infographic and video interviews
-Amplified digitally through social channels

GLOBAL TREASURY LEADERS NETWORK
-The design and construction of a unique, exlusive online community connecting a wider audience of treasurers, and
amplyfying thought leadership content
-Enabling conversations from the Summits to continue between Group Treasurers digitally
-Sharing rich content including three webinars, videos, key insights, presentations, and the EIU report

ONGOING DIGITAL CAMPAIGN
Event summary papers delivered on an innovative presenation platform with a series of videos
Digital amplification through social media by the Economist Intelligence Unit and Eurofinance Network
Promoted through Deutsche Bank website and social channels
http://cib.db.com/insights-and-initiatives/initiatives/global-treasury-leadership.htm

TIMESCALES OF THE CAMPAIGN
The campaign was launched at the beginning of 2018 with the Community Network launched in March. The New
York Summit took place 17 – 18 April with the London Summit being held 6 – 7 June.

The EIU research report was launched September 25 and the Economist Intelligence Unit held a panel at the
EuroFinance International Treasury Event in Geneva that same month. The Hong Kong Summit took place 27 – 28
November.
The digital campaign ran throughout the year.
The programme is to be replicated during 2019 with different summit locations.

The Result

GLOBAL TREASURY LEADERS SUMMITS
-Personalised marketing campaign to 1250+ global corporate treasury professionals, leading to event homepage
https://events.economist.com/events-conferences/us/global-treasury-leaders-summit
-Post-event summary report with video content
https://economist.turtl.co/story/5ad86e2f3438ae46bd134615
Total reads – 859
Average read time – 6m37s

Testimonials:
“It was one of the most engaging conferences that I have participated in and was very thought-provoking.” Viacom
“Keeping up with the different aspects of treasury is critical, so coming to a conference like this…and sharing other
perspectives is very valuable. Finance director, BASF
“This conversation today is setting the base for what treasurers will be focusing on and prioritising in the next one
year” GE Corporate Treasury

GLOBAL TREASURY LEADERS NETWORK
-415 engaged treasury professionals
-Industries include telecommunications, pharmaceuticals, retail, textiles, manufacturing, IT, food and beverages,
energy

ANNUAL EIU SURVEY RESULTS
554 infographic views on EIUPerspectives.com
210 video views on EIUPerspectives.com
1360 report views on EIUPerspectives.com
9.49 average minute per page
19.01% open rate
1.33%CTR on direct marketing activities
1.1m Twitter impressions
2.4K YouTube views

“Super teamwork, excellent campaign delivery and outstanding event management – the treasurers have been
actively engaged and I’m pleased to receive such positive feedback from them.” Christoph Woermann, Managing
Director, Head of Marketing, Deutsche Bank AG, Global Transaction Banking