Barings Starts Global Advertising Drive

Tom Burroughes

23 May 2017

, the asset management house, has kicked off a new global advertising campaign under the tag of “Adaptability – the new look of partnership”, aiming to take the firm’s business up another notch. Barings oversees a total of $280 billion of assets, with teams in the US, Asia and Europe.

The advertising campaign runs through early December and be seen in more than 10 languages. Initially, the campaign has a digital media focus, with print advertising in financial news outlets coming later on.

"Barings' legacy is one of continuously adapting to meet the evolving needs of our clients, and investors in today's challenging environment are telling us this is more important to them than ever before,"
Thomas M. Finke, chairman and chief executive officer of Barings, said.

The campaign to raise the firm’s profile comes at a time when regulations in a number of countries are shaking up how manufacturers of funds get their message across to clients.
The asset manager firm is a member of the US-headquartered MassMutual Financial Group.