TCW
Where experts invest
On the heels of its acquisition by Société Générale in 2001, TCW, one of the US’s most aggressive and successful institutional asset managers, needed to hone its positioning, upgrade its visual presentation, begin demonstrating its expertise on the world stage and learn how to optimize and manage its increasingly important Web channel
The TCW Web site clearly telegraphs what's special about TCW—showcasing its experts, focus, passion and outstanding performance—while making it easy for multiple audiences to get what they are looking for.
Challenges
Change in ownership had potential to create client concern/churn
Boutique/Star-system culture needed easy-to-use platform to begin cross-selling
Client touchpoints widely acknowledged to be weak and lagging
Web content and functionality needed to meet needs of consultants with RFPs and clients seeking real-time account access and multiple data formats
Unwieldy product set with inherent information overload needed rationalization and simplification
Developing a creative strategy acceptable to both Société Générale and TCW
Visual presentation of brand lacked harmony and presence
Actions
Conducted qualitative research with 35 institutional clients, consultants and executives to benchmark current perceptions, understand drivers of preference, and identify company’s/competitors’ strengths and weaknesses
Audited the brands and communications of 50 leading asset management firms to identify category best practices around branding, messaging, content and feature/functionality
Developed TCW’s positioning, image attributes, brand architecture and key messages
Redesigned the company’s visual identity, design system and selected collateral materials
Created the TCW’s new flagship Web site, tcw.com, including establishing the site’s organizing principles, content architecture, information design, look and feel, templates and guidelines to support in-house maintenance and evolution
Defined the TCW’s Web publishing and content management infrastructure, including the requirements for people, processes, workflow and tools, to support the planning, creation and implementation of dynamic content, media and events
Assisted TCW’s IT organization in evaluating and selecting required platform components and with Web implementation