European asset manager — editorial channel

Context

A mid-sized European asset manager wanted a public-facing editorial voice that matched the seriousness of its institutional research. Internal communications were strong. The public channel did not exist.

Brief

Build a single weekly editorial channel that translates the firm's research into language a wider audience can read. No marketing copy. No promotion. The work had to feel as if it belonged to the research team, not to a marketing department.

Approach

1. 01Defined an editorial standard with the head of research: one weekly long-form post, two daily short-form posts, no exceptions.
2. 02Built the production engine — three writers, one editor, two designers, weekly review.
3. 03Migrated the firm's existing LinkedIn presence under the new standard.
4. 04Operated the channel from month two. The firm's team now reviews only the long-form weekly.