Staying In touch: Supporting Our Clients, Partners, WBs and Our Communities

2018 has not been without its surprises, including an ongoing guessing game as to whether Spring is truly here or not!

It has been busy at Market Accents as we immersed ourselves in client work and a number of projects and initiatives which are close to our hearts. Between creating international strategic marketing plans and then executing smart strategies, campaigns and website builds, we have not stopped supporting our clients, partners and communities as a strong team, linking expertise, countries and European time zones as we bridged our London and Milan locations with the Maltese connection!

Adding to this our certification as members of WE Connect International, and our marketing and creative work across borders, we are certainly feeling the international pull!

And it could not have come at a better time as we review our markets and operations, and understand the opportunities opening up as a result of Brexit. Over the years we have become part of a growing international community of networks and connections.

We are still supporting the UK Economic Blueprint  in various work-streams, including the export and international markets stream. We are now also heavily involved in the All Party Parliamentary Group (APPG) for Women and Enterprise, where we lead on exports and international connections. On a regular basis, we share knowledge through lectures and webinars, directly through our links with the academia and with our clients. All this - together with our voluntary work on the Malta Business Network (MBN) and the Commonwealth Girls Education Fund - means we are never short of inspiration!


 

Sharing Knowledge

If you are interested in understanding how you too can apply Strategic Marketing to your business, email us for the link to the webinar.

Late last year, Noreen presented a webinar to a global WEConnect International business audience on the use of strategic marketing as a tool to build a sustainable growth plan. The webinar covered strategic topics such as understanding market opportunities, developing the offer in line with customer needs and building capabilities which shape the business tactical plan.

Noreen is presenting another webinar at the end of this month, discussing how to understand customers through segmentation. Please email us if you wish to receive a link to the webinar.


 

Our Creative Director Gordon has also been busy on the speaker/academic front. When not creatively engaged in client work, Gordon is also active on the speaker circuit on design-related matters and is a design tutor at Istituto Europeo di Design IED Milan. Over the last months in addition to creative design and web-build work for clients, he has been busy delivering brand and strategic talks and lectures to international audiences in Italy, India and Ukraine.


 

Participating in the Commonwealth Forums

Once again we attended the Commonwealth Forums held during April in London. It was another great opportunity to meet with international contacts, including reconnecting with connection we had made during the 2015 Forums held in Malta.

The Women's Forum was a great step forward towards the an empowered future for women and girls, and there are a number of collaborations and initiatives which we will be taking forward as a result, so watch this space!


 

CGEF - Celebrating 50 years of Sponsoring Girls Education in Commonwealth Countries

2017-8 is a special year for the Commonwealth Girls Education Fund, as it celebrated 50 years of sponsoring girls education in Commonwealth Countries. Year on year, the CGEF's financially supports around 400 outstanding destitute girls in 32 Commonwealth countries, enabling them to finish their secondary education.

We were proud to support this year's activities which culminated in another fantastic  Splendours of the Commonwealth Event on April 10, timed to coincide with CHOGM 2018 which took place a few days later here in London. With design by Gordon and creative marketing input from Noreen, who is also a Trustee, the event was a glittering fabulous event.

If you wish to support our activities please visit the website.

 


 

Staying in Touch

In this update, we are sharing a snapshot of our many initiatives and activities. We are also taking the opportunity to advise of an update to our privacy policy as part of the new GDPR legislation.

Any information we have on you is used to contact you on a one-to-one basis to carry out our business operations, invite you to events and allow us to work together on our many initiatives. We never sell any information or pass it on to anyone without your express permission - not even for example to another contact who’s asked for your contact details.

As a small business with operational data needs, and data collected from one-to-one (consensual) interactions, we’ve been advised that it’s not necessary to ask for opt-in to our mailing lists.

However as the legal requirements of GDPR are built around transparency and control, you always have the opportunity to sign up to our newsletter. So, if you have not already done so and wish to receive our newsletters, please do email us to confirm your consent. Unless you opt out of individual emails, we will still include you in our invitations to events and other activities that we think will be interesting or beneficial for you. 

We  will not spam you and will never pass on your details without your consent - and you can always unsubscribe from our emails at any time. Please also feel free to see our revised Data Protection Policy.

Please feel free to stay in touch in any way you prefer and we look forward to seeing you soon. We are always pleased to speak to you and see how we can support you.

Participating in WealthBriefing Research on Female Clients and Entrepreneurs

Winning Women:Key Insights for Wealth Firms Targetting Today's Dynamic Female ClientsWe were delighted to be asked to participate in the WealthBriefing Research Report launched in London in December 2017 at the 5th WealthBriefing European Family Wealth Forum.

The report , produced in partnership with Boston Multi Family Office and Wealthmonitor, explores the sectors and regions where women are “winning” in the wealth stakes today, and outlines key ways firms might look to attract and retain their business.

“Global wealth demographics have been going through seismic shifts in recent decades. Emerging markets have enjoyed explosive growth in their high and ultra-high net worth populations, while a new generation of younger clients has come to the fore. But it is the growth in women’s wealth that is arguably the most important change firms must adapt to: women are currently estimated to control around a third of the world’s total private wealth, with their financial strength growing at every level.

Not only do female clients constitute a large segment, but they are also a highly attractive one inclined towards greater loyalty and advocacy of their trusted advisors. It is therefore paramount that firms do not continue to be largely “gender-blind” and make greater efforts to attract and retain their business.

This cutting-edge study is based on a survey of wealth-holders, entrepreneurs/business-owners, family office professionals and other advisors; along with proprietary data on liquidity events collated by Wealthmonitor. Over half our survey participants think women’s economic power and financial independence is growing rapidly around the world, and this is convincingly backed up by wealth creation trends. In Europe, female wealth steadily increased throughout the years between 2012 and 2016, with industrials and chemicals the top sector for wealth creation, followed by the consumer and technology sectors.

Many firms pay little heed to gender in their client strategies, but approaching two-thirds of participants think wealth managers should certainly take gender into account. Indeed, 34% see it as being of the utmost importance to an intelligent segmentation strategy. In this context, it is telling that 62% of wealth management professionals believe that the industry does not cater well to the specific wants and needs of female clients, and just one in ten sees women as very well served at present.”

The report highlighted specific challenges which needed to be tackled, including:

“Female UHNWIs and entrepreneurs face a raft of particular challenges throughout their wealth journeys, and particularly so in certain geographies and sectors. They may find themselves feeling isolated indeed when building up their businesses for instance. Firms committed to addressing these issues will therefore be well placed to build affinities with female wealth creators, and also to build out product and service offerings that are highly attuned to women’s specific needs. In order to help women achieve their goals and optimise their experience, the report found that specific advisor education should be a high priority; overall, a massive 82% of respondents advocated further training on this front. More broadly, 84% of participants believe that wealth firms need to have greater female representation in their workforces and leadership teams to better engage with wealthy women.

The report also looks in depth at the differences in how males and females invest, and how they define success in their own lives. Socially Responsible Investing and impact investing are thought to hold particular appeal for female investors, with 70% of respondents believing this to be the case.  Our expert panel also pointed out that firms targeting wealthy women also stand much to gain from providing networking, collaboration and mentoring opportunities for their clients, gaining the loyalty and trust of female wealth creators by helping them towards their goals in very concrete ways.

Females are increasingly households’ primary earners across developed countries, while labour market participation and education are improving in even the most previously restrictive regions. True, global gender equality may still be some way off, but we should all look forward to a time when half the world’s population will wield half its financial power – and wealth firms seeking genuine net new asset growth should be in particular.”

Noreen Cesareo, who gave views on marketing to female wealth-holders, business-owners and entrepreneurs said that, “The research is very timely and mirrors the findings I have come across in my own work and research in recent years on women’s economic empowerment, the UK Economic Blueprint for women-owned businesses and female entrepreneurs. The demographic is not well services and as many firms are finding out,  pushing communications, collateral and product/service design that have been prepared to appeal to a different audience – typically one that is male, older and reflecting a different lifestyle to your target segment – will certainly fail. It is clear from feedback provided by female wealth-holders and entrepreneurs that most wealth management campaigns are clearly being focused on segments other than them. Jargonistic language which alienates women rather than convincing them to invest is a particular issue.

“The solution is to “get back to basics” and understand the drivers within the segment and communicate the organisation’s appreciation of them in a way which the type of women being targeted can relate to, fits their lifestyle (whatever that may be) and isn’t patronising. Life stage, family situation and source of wealth were just a few of the segmentation factors which will have an impact and have been identified as particularly worthy of attention when institutions are targeting women.”

Noreen Cesareo is involved in a number of international initiatives looking at diversity and female economic empowerment, including:

  • The UK Economic Blueprint, which will enable women to achieve their maximum potential and to participate fully in the country’s economic growth. It aims to help create the conditions for scalable women-owned businesses to gain a fairer share of business opportunities and contracts nationally. Lead: Team UK WBs Economic Blueprint : Marketing & PR; Access to Markets: Exports
  • The All Party Parliamentary Group for Women & Enterprise: lead on International Trade and Connections
  • WEIForward Team and Tech Platform