Where to begin… the Monaco Fund Forum International 2013, the largest asset management conference in the world, was another milestone.
Featuring Sir Bob Geldof along with hundreds of CEOs worldwide, conference director Jenny Adams went out on a limb and had the Warren Enskat Group host a red carpet movie premier on “how to rebrand the mutual fund industry” with winning films from the NYU Tisch School for the Arts, where Robert teaches various courses for MBA/MFA students.
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The featured short films generated a lot of excitement and discussion among the audience, which continued afterwards on the terrace of the Monte Carlo casino over drinks. There is no doubt that the fund industry, despite its tremendous size, history and success, has to rethink its brand and how to engage with a new generation of investors.
Especially Generation X & Y, the ones that due to the financial crisis will have to save more to ensure their retirement, as well as the new wealthy and their very different investing attitudes will require new approaches of engagement and branding in an era of social media and social investing away from pure buy-and-hold equity investing – for details see my blog for the fund forum, which discusses how we went about the film competition and how Shruti worked with the winning directors Prithi, Eric and Rajat to make the impossible possible: Rebranding Mutual Funds for Gen Y.
The Wall Street Journal agreed with us and dedicated its feature story for the quarterly investment section to our films with the title: “Lights, Camera… Hot Fund Action”.
Check out the article and the video here.

WSJ
Stay tuned for innovative new branding campaigns with some of our clients.
If you would like to see the movies and/or discuss brand work with us, reach out to my analyst Alla Bronskaya at AB@enskatassociates.com

Next up was a discussion on liquid alternatives, an area of growing interest for both traditional fund managers as well as alt specialists. In my role as advisor to Asset International/Strategic Insight, I sat with Peter Branner, CEO of SEB Investment Management, and Emanuele Ravano, MD Global Wealth Management for PIMCO, to define liquid alternatives, take a look at the best-selling products, and discuss how clients are using them.
One of the most interesting conundra was how to define liquid alternatives, as they can fall into absolute return, GTAA, long-short, fund-of-hedge-funds, macro-driven, CTA, and other strategies. Notably, pioneers such as AQR have gathered 15% of total assets in ’40 act funds, with cash pouring in every month. Clearly, there is growing demand both by institutions and individuals.
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Last but definitely not least was an interview with Nikko’s Europe president, Charlie Metcalfe, on new third-party distribution opportunities in Asia. CEO Charles Beazley was also at hand and jumped in on the discussion on brand, product demand and overall strategy to build a brand from east to west.
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When in Monaco, enjoy life… coincidentally, this is also the motto for Warren Enskat:
Life… L (ifestyle) – I (nvestment management) – F (oundations) – E (ntertainment).
Just before we headed back to New York, we decided to hit a few balls at the Monte Carlo Country Club. The ocean in the background, center court with the help of the concierge at the Hermitage and Tintin, the manager of the club, and a perfect breeze with the ocean in the background.
The perfect way to finish the fund forum international 2013.
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E=MC2 … The era of multi-convergence in global investment management.
I invite you to follow me on twitter @danenskat
(c) Enskat Associates 2013
(c) Warren Enskat 2013
More details on the global M&A in the asset management industry can be found in EAQ, a regular asset management review featuring thought leaders globally.
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