Free thinking
AEGON Asset Management manages around £35 billion in assets on behalf of institutions and private investors in the UK and approached Whitespace in late 2008 to pitch for a brand new website that reflected their unique philosophy to investment.
The site is targeted at three distinct audiences - advisers, institutional investors and private investors – and as such has to speak to a diverse group with varying levels of technical knowledge.
“Working with the team at Whitespace has been both an effective move for us, and an enjoyable one. Challenges were overcome, the project ran on time and on budget and the result has been received really well.”
A key element of the site was the clear articulation of AEGON Asset Management’s philosophy and positioning as the home of Free Thinkers; investment managers that are given the space to think creatively and with fewer restrictions than comparable organisations. This approach was an exciting creative challenge that we relished. It led us to recommend a rich media strategy that included space for thought leadership, blogging, news on events and a highly engaging visual approach featuring film of AEGON Asset Management staff interacting with graphical elements of the site in a very unusual and distinctive way.
The site has been critically acclaimed internally and is being further developed and enhanced on an ongoing basis. As the Head of Brand Communication at AEGON Asset Management says “Working with the team at Whitespace has been both an effective move for us, and an enjoyable one. Challenges were overcome, the project ran on time and on budget and the result has been received really well”.
