Success for AML clients Pictet AM and Robeco in FB50 survey

We like to see our clients being successful.

That’s why today’s release of the Mackay Williams FB50 annual survey of asset managers makes great reading with Pictet Asset Management storming up the charts 8 places in a year to number four, and Robeco joining the elite at number ten. Both firms have been AML clients for the last two or three years, and it looks like some innovative marketing is paying off.


The FB50 2017 report cites Pictet AM’s award-winning content programme and print work as helping achieve its ‘authentic, distinctive’ positioning in a competitive market. Working closely with PAM’s outstanding in-house editorial team AML’s ‘clever, very softly-branded’ approach has helped fund buyers understand Pictet AM as class-leading innovators and experts in thematic investment.

Robeco’s more direct, brand-driven approach to communicating its quant-based worldview through AML’s ‘blue wireframe’ global platform is a very different strategy, but one which has also shown relentless progress up the FB50 charts – from 22nd place to now joining the top ten. One FBF respondent commented, “(Robeco is) an innovator … its ideas keep it ahead of the majority of its competitors.”

We’re very proud to be working with great firms where marketing leaders are delivering tangible results through innovative, audience-driven strategic and creative thinking. It’s what AML does – simple, effective ideas for complicated, intermediated and regulated businesses.