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To speak or not to speak: the art of opinion timing

By Arthur Instone, Financial Services

This blog explores the delicate balance leaders must strike between expressing opinions and choosing strategic silence. It highlights strategies for timing opinions, crafting impactful messages, and ensuring relevance, providing practical tips for standing out in today’s media landscape.

In today’s opinion-saturated world, silence is harder and harder to come by. Whether it’s a corporate CEO, a politician or your next-door neighbor, it can feel like everyone has an opinion on everything. But is weighing in on every single issue really necessary – or helpful?

Recent comments from Tony’s Chocolonely CEO, Douglas Lamont, have sparked an important conversation about whether business leaders need to have an opinion on every major issue happening in the world. Speaking to the Financial Times, Lamont suggests that CEOs should “stay in their lane”, noting that offering opinions on everything can distract from their core role.

Lamont’s comments raise a critical question for leaders and brands alike: When is the right time to have an opinion, and when is it better to stay silent? In today’s media-saturated environment, the answers lie in strategy, timing, and relevance.

When is the right time to speak up?

Once you stake your claim in a debate, there’s no taking it back—your opinion is out there for good. That’s why deciding when to speak up requires thoughtful consideration.

There is no such thing as a right or wrong opinion. But, in the eyes of journalists, there is certainly such a thing as a good and bad opinion.

Journalists are inundated with commentary, meaning the bar to be included in their articles is extremely high. Timing and relevance are everything, and the quotes that journalists choose to include are those that meet three key criteria.

Original – Journalists aren’t looking for recycled thoughts or conventional wisdom; they want a fresh perspective or a challenge to the status quo. Ask yourself: What are you saying that others aren’t? A unique angle not only grabs attention but also positions you as a thought leader.

Punchy – In a world of short attention spans, clarity and brevity are your best tools. A compelling opinion grabs attention in its opening line and leaves little room for ambiguity.

Evidence-backed – Data, case studies, or real-world examples lend credibility to your argument. Journalists are far more likely to take your opinion seriously if it is grounded in concrete evidence or proof-points, and will help your insights become a valuable contribution to the conversation.

The value of strategic silence

In today’s 24/7 news cycle and social media-driven world, the pressure to stay visible can tempt CEOs and brands to voice opinions on every topic—but this often does more harm than good.

Your PR strategy is like an elite athlete’s training regimen—designed for peak performance but balanced with strategic rest. Just as athletes know they can’t sprint every day without risking burnout or injury, your PR efforts can’t always be in overdrive.

Flooding the conversation risks media fatigue, and if you’re speaking just to stay visible, you’re more likely to be ignored. A constant stream of opinions on unrelated topics can come across as self-serving, making your contributions seem less thoughtful. This means it will become harder for your voice to stand out when it does truly matter.

Instead, strategic silence is often the smarter approach. By focusing on issues that align with your values, expertise, and audience interests, you ensure that when you do speak, people will listen.

How to find the right balance

Crafting and sharing impactful opinions requires more than just having something to say, it’s about ensuring your voice is heard, respected, and remembered. Following the below four steps will help your opinions hold real value:

Step 1: Find your angle – Identify where your expertise or values intersect with what’s currently relevant to your audience and the wider media landscape. Finding this sweet spot will ensure that your opinions feel timely and relevant.

Step 2: Clarity is key – You should be able to summarise your argument in one sentence. Avoid jargon or overly complex language. Particularly when it comes to technical or niche topics, the best opinions are those that a non-expert can understand.

Step 3: Choose the right platform – Not every opinion needs to be national headline news. Sometimes, it is better to be quoted in a targeted, highly relevant trade publication than a national news outlet. Consider whether social media, such as a LinkedIn post or YouTube video, might in fact be more appropriate. Match your message to the medium.

Step 4: Play the long game – Rome wasn’t built in a day, and neither will your brand credibility. Establishing a reputation as a thought leader or trusted voice in your industry requires consistent effort over time. Businesses that jump from topic to topic without a clear strategy may attract media attention, but they struggle to build lasting recognition. True remembrance requires a steady drumbeat of material on issues that audiences will gradually come to expect your opinion on.

Having an opinion is important—but knowing when to share it, who to, and on what platform is what builds trust, generates headlines and drives meaningful conversations.

Aspectus has been supporting clients on this journey for decades. Our media specialists, many of whom are former journalists themselves, understand the delicate balancing act between speaking up and staying silent. We help brands align their messages with their core values, craft fresh perspectives, and target the right audiences to ensure every opinion is remembered for the right reasons.

Get in touch here if you’d like to find out more how Aspectus can support you on this journey.

Key Takeaways:

Q1: Why is timing important when expressing opinions?
A1: Timing ensures opinions are relevant and attention-grabbingl. Speaking too soon or too late can dilute their value or relevance.

Q2: What makes an opinion impactful?
A2: An impactful opinion aligns with core values, adds fresh insight, and addresses audience concerns, making it meaningful and credible.

Q3: Why is strategic silence important?
A3: Silence prevents media fatigue and maintains credibility by ensuring opinions are shared only when they truly add value to the conversation.

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B2B Digital Marketing Trends to Watch in 2025

By Karina Bastille

Explore key B2B digital marketing trends for 2025, including video marketing, AI-driven personalization, E-E-A-T for SEO, in-browser LLMs, and influencer strategies. These insights will empower businesses to adapt, build trust, and achieve measurable success in a competitive landscape.

The digital marketing landscape continues to evolve at a rapid pace, and 2025 is going to continue to reshape how B2B organizations connect with their audiences. From the rise of AI-driven tools to the growing importance of authenticity, brands are being challenged to adapt or risk falling behind. Let’s explore the trends and tools that will redefine B2B digital marketing in the coming year, empowering brands to thrive in even the most complex and competitive markets.

Why Video is Essential for B2B Marketing in 2025

Video has solidified its position as a core component of B2B marketing strategies, with a sharp increase in B2B YouTube ads, short-form video and webinars over the past few years. In fact, a 2024 survey by Wyzowl found that 91% of marketers now use video in their campaigns. This surge in video usage has brought measurable results, with many businesses reporting significant improvements in key marketing objectives. Among the most notable benefits:

  • Increased Brand Awareness: 90% of marketers have seen higher brand visibility thanks to video content.
  • More Web Traffic: 86% observed greater traffic to their websites.
  • Better Lead Generation: 87% report an uptick in lead generation.
  • Higher Sales: 87% have seen an increase in sales conversions after incorporating video into their marketing efforts.

With B2B customer journeys becoming longer and more complex, video has emerged as the most effective medium for answering questions, building trust and nurturing leads throughout the buying cycle.

While all types of video content have their place, short-form videos—particularly those lasting between 30 and 60 seconds—have proven to be the most effective. We’ve begun to see how important it is in B2B with the latest video ad features on LinkedIn. They strike the right balance between delivering valuable information and maintaining viewer attention in an increasingly distracted world.

E-E-A-T: The Cornerstone of 2025 SEO Strategy

The rise of AI-generated content has led to a flood of low-quality, generic material being churned out daily. To combat this, Google is placing greater emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to ensure high-quality content rises above the noise, combats misinformation and aligns with user intent.

This shift isn’t just driven by Google—B2B buyers are also feeling the strain of content overload. According to a 2023 report from Demand Gen, 54% of B2B buyers feel overwhelmed by the sheer volume of content available and believe much of it lacks the quality they need. Combined with a growing demand for human authenticity and connection, adhering to Google’s E-E-A-T guidelines has become essential for creating content that stands out.

Although there are many ways to start implementing E-E-A-T strategies to supercharge your SEO, one simple yet impactful tactic for 2025 is to focus on building out detailed author bios. Today’s users crave a human touch in the content they consume. By dedicating time to crafting well-rounded bios that highlight the author’s credentials, experience, and relevance to the topic, you not only humanize your B2B content but also enhance all areas of E-E-A-T.

In a crowded digital space, prioritizing quality, credibility, and a human-centric approach ensures your B2B content earns trust—both from search engines and your audience.

The Role of Hyper-Personalization in Account-Based Marketing

Hyper-personalization is reshaping the way brands build and nurture customer relationships, going far beyond traditional customer segmentation. Whereas segmentation only groups consumers with similar traits and demographics, hyper-personalization tailors experiences to the individual by levering real-time data. This includes insights into a customer’s behavior, preferences, and interactions to create a truly unique and meaningful journey for each person.

Hyper-personalization is particularly impactful in account-based marketing (ABM), where personalization has long been a core strategy. In fact, according to a 2019 Forrester study, 56% of marketers strongly agree that personalization is essential to ABM strategy success. We’ve seen this play out in various ABM tactics, such as customized email campaigns, tailored landing pages, and content created specifically for target accounts.

However, AI is taking hyper-personalization in ABM to the next level by opening up new opportunities for precision and scalability. Some examples include:

  • In-depth customer analysis with intent data: AI platforms analyze vast amounts of online behaviors—such as search queries, content consumption, and social activity—to uncover buying signals. This enables B2B marketers to identify, prioritize, and convert high-intent accounts more effectively and efficiently.
  • Improved lead scoring through predictive analytics: Traditional lead scoring methods, reliant on static rules and manual inputs, are being replaced by AI-driven predictive analytics. These systems dynamically evaluate account behavior and engagement to predict which leads are most likely to convert, allowing marketers to focus their resources on the highest-value opportunities.
  • Automated engagement with AI-powered chatbots and virtual assistants: AI B2B tools streamline interactions at scale, ensuring that high-value accounts receive timely, personalized engagement. Chatbots and virtual assistants can handle follow-ups, answer questions and guide accounts through the buyer’s journey—delivering consistent and tailored experiences 24/7.

By combining hyper-personalization with AI, B2B marketers can transform their ABM strategies to deliver the right message to the right account at the right time, driving higher engagement and faster conversions.

In-Browser LLMs: A Game-Changer for Real-Time Marketing

Generative AI has made impressive strides in recent years, largely driven by advancements in Large Language Models (LLMs). However, traditional LLMs are typically large, compute-heavy systems that rely on complex infrastructure and multiple intermediaries. This can be inefficient and costly, especially when applied to real-time, interactive marketing experiences.

Enter in-browser LLMs—a game-changing innovation that aims to simplify and enhance AI-driven interactions. Just like the name suggests, in-browser LLMs integrate high-performance language model inference engines directly into browsers, eliminating the need for bulky, centralized models. Unlike traditional LLMs, which are trained on static, large datasets, in-browser LLMs are designed to interact with web content in a dynamic, context-sensitive manner. By analyzing user behavior, preferences, and the content of websites, in-browser LLMs deliver more personalized, relevant responses in real-time.

We predict in-browser LLMs will become a staple in marketing moving forward since it enables marketers to generate tailored content, conduct sentiment analysis, and enhance customer interactions at scale. Additionally, businesses can now streamline B2B digital marketing processes within an organization on a browser-level. A preview version of an in-browser LLM is already available on Chrome, which will allow websites to use Chrome API for LLM functionality directly within a visitor’s browser. This capability operates both online and offline, enabling marketers to offer seamless, tailored experiences without relying on external servers or cloud infrastructure.

The Growing Influence of B2B Influencer Marketing

As AI-generated content becomes more prevalent, consumers are becoming increasingly adept at distinguishing between content created by humans and content produced by machines. This shift has heightened the demand for authenticity in marketing, making it crucial for brands to establish genuine connections with their audiences. One strategy that has gained significant traction in 2024 is influencer marketing, which, once viewed primarily as a B2C tactic, has now become essential in the B2B space.

In fact, LinkedIn reports that 73% of decision-makers find thought leadership content from organizations more trustworthy than traditional marketing materials. This statistic underscores the growing importance of leveraging trusted voices in B2B marketing. By tapping into the credibility of influencers, businesses can deliver valuable insights and foster trust with their audience.

Final Thoughts

B2B digital marketing is evolving faster than ever, driven by advancements in AI, the demand for authenticity and changing audience behaviors. In 2025, strategies like video marketing, hyper-personalization in ABM and influencer partnerships are proving essential for cutting through the noise, building trust and driving meaningful engagement. Meanwhile, innovations like in-browser LLMs and a renewed focus on E-E-A-T are setting new standards for content quality, performance and user experience.

To thrive in this rapidly shifting landscape, B2B brands must remain agile, embracing these trends while keeping the human element at the forefront. By leveraging AI for smarter insights, crafting authentic content and aligning strategies with user intent, businesses can position themselves as industry leaders in 2025 and beyond.

Let us help you become an industry leader in your complex industry by contacting us today.

Key Takeaways:

  • Q1: Why is video critical for B2B marketing in 2025?
  • A1: Video enhances brand awareness, web traffic, and lead generation. Short-form videos are particularly effective for engaging and informing B2B audiences.
  • Q2: What role does E-E-A-T play in SEO strategies for 2025?
  • A2: E-E-A-T ensures content quality and trustworthiness, addressing the demand for human authenticity and combating low-quality, AI-generated material.
  • Q3: How is hyper-personalization transforming ABM?
  • A3: By leveraging AI for real-time data and predictive analytics, hyper-personalization tailors marketing to individual accounts, improving engagement and conversion rates.

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Beyond the exchange: strategic comms will distinguish leaders from laggards as data-strategies dominate

By June Chung, Capital Markets

Strategic communication is vital in helping financial market infrastructures (FMIs) navigate the transition towards data-driven business models. They go beyond simply shifting media focus from traditional markets, by helping firms build trust, communicate value, and stand out amid competitive pressures, regulatory scrutiny, and the evolving demands of a data-centric landscape.

This blog explores the key role specialist communications agencies must play for financial market infrastructure firms over the coming year, with 2025 set to see the transition towards data-rich strategies gather even greater momentum.

As financial market infrastructures (FMIs) increasingly shift their focus from traditional exchange operations to data and analytics-driven business models, the momentum behind operational realignment continues to define the industry landscape. Notable examples, such as the London Stock Exchange Group’s (LSEG) recent sale of its stake in Euroclear and Intercontinental Exchange’s (ICE) divestment two years ago, underscore this long-term trend. Yet, last year revealed that transitioning business models are only part of the challenge; strategic communication around these shifts also remains paramount in navigating the complex terrain of perception, competition, and growth.

LSEG’s challenges in its equity markets last year highlighted this point starkly. It saw a record number of delistings and the lowest volume of IPOs in years. The much-anticipated Canal+ float added to the strain, with a disappointing debut that saw shares plunge on its first trading day. Despite representing a comparatively smaller part of LSEG’s operations, equity market performance disproportionately dominated media narratives, overshadowing its strides in diversifying revenue streams. This underscores the increasing importance of effective storytelling and narrative management in aligning public perception with strategic goals.

As 2025 gets going, the role of considered communications strategies in facilitating this narrative evolution will become even more critical. With FMIs continuing to pivot toward data-centric operations, these agencies will serve as indispensable partners in crafting multifaceted narratives, managing reputational risks, and communicating complex value propositions in layman’s terms.

Transparency and trust

Operational restructuring demands clear, consistent, and transparent messaging to all stakeholders. Whether addressing external concerns from investors and regulators or managing internal expectations, proactive communication fosters confidence and trust. This is particularly important when firms aim to shift media attention from underperforming traditional operations to the transformative potential of data-driven models.

Capital markets PR agencies are uniquely positioned to help FMIs navigate this process. They can craft narratives that reassure stakeholders of the firm’s commitment to its core principles, while emphasizing the added value of its evolving business model. This balance is essential in maintaining trust during periods of significant change.

Standing out from the competitive crowd

The race among FMIs to dominate lucrative data, analytics, and technology markets has intensified competition. In this crowded field, the ability to stand out depends on more than just operational capabilities; it hinges on compelling storytelling and strategic marketing.

A multi-channel communication strategy that combines earned media, thought leadership, and targeted marketing can amplify a firm’s unique value proposition. By highlighting how its solutions address specific industry needs or offer differentiated advantages, FMIs can build stronger brand equity and maintain a competitive edge.

Protecting and sustaining growth

Reputation management has perhaps never been more crucial for FMIs. Not only do they face increasing regulatory scrutiny, but they must also navigate it while venturing beyond the constraints of their traditional roles. The heightened expectations of compliance and transparency demand unprecedented operational vigilance and, critically, enhanced crisis resilience.

Capital markets PR agencies play a pivotal role in helping firms manoeuvre this evolving regulatory environment. By fostering proactive engagement with policymakers and developing crisis communications plans, these agencies ensure firms can effectively respond to challenges without compromising innovation. Striking the right balance between compliance, transparency, and strategic growth is essential to sustaining long-term success.

Shaping the future narrative

As FMIs continue their evolution toward data and analytics-driven business models, strategic communication emerges as a key differentiator in achieving diversified growth. Beyond simply redirecting media focus, capital markets PR agencies help firms build trust, articulate value, and manage reputational risks in an increasingly competitive and scrutinized landscape.

This year, the ability to craft compelling narratives that resonate with stakeholders will separate the leaders from the laggards in the capital markets sector. By investing in strategic communications, FMIs can not only navigate the challenges of transformation but also position themselves as pioneers in shaping the future of the space.

Key Takeaways:

  • Q1: Why is strategic communication important for FMIs in 2025?
  • A1: Strategic communication helps FMIs manage perception, build trust, and align stakeholders with the firm’s evolving business model, ensuring competitive growth.
  • Q2: How can FMIs stand out in a crowded data-driven marketplace?
  • A2: By using compelling storytelling, multi-channel marketing, and thought leadership to highlight unique value propositions and address industry needs.
  • Q3: What role do PR agencies play in FMI transitions?
  • A3: PR agencies craft narratives, manage reputational risks, and support compliance efforts, balancing transparency with strategic growth.

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Top Tips for Crypto Communications

By Arthur Instone, Financial Services

This blog explores effective crypto communication strategies during the current bull run. It covers the importance of simplifying complex concepts, knowing when to use press channels, and diversifying beyond traditional media to engage new audiences. Build trust, increase brand awareness, and connect with investors and the public through effective messaging.

“Bitcoin’s big bang moment is impossible to ignore”… a headline like this would have seemed inconceivable two years ago when FTX—a leading exchange once valued at $32 billion—filed for Chapter 11 bankruptcy, marking one of the darkest moments in crypto’s sixteen-year history.

How times change. This was, in fact, the Financial Times’ leading story on 13 November 2024. Following the rally spurred by Trump’s election victory, crypto has indeed become impossible to ignore. Bitcoin has surpassed record highs of over $90,000 as more investors flock to join the bull run and stake their claim.

Crypto is enjoying its moment in the sun and this renewed attention presents an unparalleled opportunity for crypto firms to speak to an audience of new users and investors. Against this backdrop, crypto firms need a carefully thought-out PR and marketing strategy that clearly communicates their value proposition.

Make It Relatable

The crypto industry is notorious for its complex jargon. Terms like “blockchain consensus,” “hash rate,” and “DeFi protocols” are often second nature to industry insiders but alien to newcomers.

With the current bull run set to attract new and inexperienced investors, crypto firms must ensure that their communications are clear, relatable, and jargon-free. Simplifying complex concepts and using accessible language can help demystify the industry, helping to welcome newcomers who might otherwise feel like outsiders engaging with a new asset class.

This is vital for crypto firms. By speaking in a way that resonates with non-experts, crypto firms can bridge the gap between technical innovation and mainstream understanding, driving broader adoption and helping to build a more inclusive ecosystem.

When and how to use press outreach

One of the most fundamental pillars of any communications strategy: accept that journalists won’t always be interested in you.

The crypto space is brimming with innovative products and services, from identity authentication to custody storage security. However, not every single one will capture a journalist’s interest. Product launches and upgrades, while exciting within the community, are often better suited to owned channels like blogs, newsletters, or social media rather than earned media.

Attempting to push a product-centric press release can quickly turn off journalists, particularly those at major outlets like CoinDesk and The Block, who are more interested in expert commentary, market analysis, and timely perspectives on broader industry trends.

The allure of press outreach can be tempting, but crypto firms should carefully consider if it’s truly the most suitable way to promote a piece of content. By aligning their content with what journalists are actively covering, crypto firms can establish themselves as credible thought leaders and valuable sources of insight.

Engaging audiences beyond traditional media

The bull run is attracting new entrants to the market, and crypto firms need to recognise that many of these people may not regularly follow traditional news outlets—or be interested in them at all.

If crypto firms want to engage this audience effectively, they need to focus on the channels and forums where these people spend their time—platforms like Reddit, YouTube, Instagram, and other forms of social media.

By joining these channels, crypto firms can reach a genuinely global audience through more engaging and relatable content.

This approach also allows for the sharing of information that might not be suitable for traditional media placement, such as in-depth tutorials, educational resources, and interactive content like social media polls. It will also help crypto firms cultivate deeper relationships with their users and increase brand recognition outside of their traditional follower base.

Building trust and addressing reputational challenges

As Katie Martin at the Financial Times rightly puts it, there is an undeniable feeling of “vibes and vision” around crypto at the moment. But for all the positive vibes, the crypto industry should not forget the reputational challenges it faces.

For much of its existence, crypto’s image has been marred by high-profile instances of fraud and Ponzi schemes, and is often associated with illicit activity. A lack of understanding also remains a fundamental barrier to adoption. According to Visa’s Crypto Phenomenon Report, over half of non-users cite the steep learning curve in understanding crypto as the main reason they haven’t engaged yet.

It is therefore more important than ever that crypto firms have a carefully thought-out PR strategy – underpinned by transparency, precision and clarity of message across multiple media channels – to capitalise on the market’s increasingly diverse and expanding audience.

Aspectus has been building crypto reputations since the industry’s infancy. Our team blends deep expertise in blockchain technology, fintech and capital markets, with a laser-sharp focus on staying ahead of industry trends and regulatory developments.

We understand the evolving landscape of digital assets, from upcoming regulatory shifts to market dynamics, and maintain long-standing relationships with journalists who trust us to work collaboratively in shaping compelling, timely stories.

As crypto adoption grows, it is vital that firms are proactive in building brand trust and credibility. To find out more about how Aspectus can support you on this journey, get in touch here.

Key takeaways:

Q: Why is clear communication crucial during a crypto bull run?

A: New investors are entering the market, making it essential to simplify complex concepts and use relatable messaging to drive engagement and adoption.

Q: Should crypto firms rely solely on traditional media for PR?

A: No, firms should use a mix of owned, earned, and digital channels to reach more diverse audiences, including social media platforms.

Q: How can crypto firms overcome reputational challenges?

A: By communicating transparently, focusing on education, and using multiple media channels, firms can build trust and credibility with a broad audience.

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ChatGPT turns two: why asset managers shouldn’t put all their eggs in the AI basket

By Madalena Thirsk, Capital Markets

Generative AI is revolutionising global business, and the asset management space could witness a dramatic transformation. Two years post-ChatGPT’s launch, 50% of global executives plan to budget for AI over the coming year. But relying solely on the promising technology risks losing unique voice, publishing errors, and painfully generic communication. Asset managers must balance AI’s efficiency with expertise from specialised capital markets PR agencies for accurate and novel communication.

It’s been two years since ChatGPT launched on November 30, 2022. Since then, AI has evolved from what seemed a sci-fi concept to a tool that’s reshaping industries in unimaginable ways.

KPMG research recently revealed 50% of global business executives are planning to budget for gen AI in the next 6-12 months[i]. Asset managers are no exception. Despite being one of the later players to join the generative AI (GenAI) game, the industry is expected to invest heavily in the technology moving forward. The report highlighted four key areas where GenAI could have the greatest impact, with one notable area being content generation, including client communications and compliance reports.

It isn’t too difficult to see how transformative this could be, with AI able to draft press releases, blog posts, and social media content not only with tremendous speed, but also for a fraction of the cost. It could feasibly automate a huge portion of basic content drafting, freeing up PR professionals to focus on more creative and strategic work. But it is important to remain cognisant of the risk associated with an overreliance on these exciting new tools.

There is no doubt that AI is touching every industry – a fact we have witnessed firsthand as a capital market PR agency. And while staying ahead with AI is essential, over-relying on it for content and media strategies poses dangers. In this blog, we’ll explore some of these potential pitfalls and highlight the importance of maintaining a balance between automation and personalised communication in the PR space.

Pitfalls of falling in the AI trap

  • Losing your unique voice. Gen AI can churn out loads of content, but it often lacks originality. In such a competitive landscape, you can’t afford to sound like a robot! In the asset management world, where standing out and building trust with clients is everything, generic language can make your company seem unremarkable and easy to overlook.
  • Now, let’s make a distinction. As outlined in BCG’s report on the AI transformation, AI is transforming personalisation by letting asset managers customise portfolios at scale – think tailoring investments to thematic preferences, like cutting back on oil and gas exposure[i]. But here’s the catch: while AI can help understand your clients better, it cannot begin to mimic the quality content and strategic messaging that a specialised capital markets PR agency offers. A good story must feel personal, creative, and distinct. That part needs a human touch.
  • Getting it wrong when the stakes are high. One major issue with GenAI is it is often plain wrong. Every time you open ChatGPT, you are met with: ChatGPT can make mistakes. Check important info. There is no doubt that the information being put out for clients to read is important, especially for asset managers who are responsible for protecting clients’ investments and wealth. Even minor inaccuracies can damage credibility. Asset managers who rely on AI for facts in client communications or PR may quickly find themselves in hot water if the software misses the mark. For an industry that’s all about precision, human oversight is critical to ensure what’s being shared is 100% accurate.
  • Generic content and outreach fall flat. Effective media outreach requires knowing your audience and crafting pitches that really speak to journalists’ agendas. Gen AI can help with volume, but it lacks the nuance needed to make your firm stand out. This is true for content generation that needs to resonate with the client on a more personal level and for ensuring that your content peaks the interest of journalists, most of which receive hundreds of emails a day from competitors. If your outreach feels generic or doesn’t hook them immediately, it won’t make it into the top tier titles. For firms looking to establish and maintain strong relationships with these media outlets, relying on AI alone for media relations can actually be a setback.

Beyond the bots: why experienced communication professionals are still key

  • From generic to genuine. AI’s role in drafting basic content cannot be overlooked. On the one hand, it offers speed and efficiency, which can be advantageous. But when it comes to standing out, especially in competitive hubs like the UK – which is home to over £9.1tn in assets under management (AUM), making it the second-largest global centre for investment management after the US – more is expectediii. Let’s look at some examples from a capital markets PR agency, where creativity can be applied across industries like asset management: 

Don’t get spooked by spoofing – cross-product manipulation is the real Frankenstein’s Monster – Rising cases of market manipulation in different forms, tying the topic to the upcoming Halloween holiday. 

Super Mario’ still looms over of the plumbing of European monetary policy. Drawing a parallel between the iconic video game character Super Mario and Mario Draghi in light of his departure from the ECB. 

WhatsApp whispers: the insider trading drama ‘Industry’ overlooks – Does the BBC show Industry really reflect the world of financial communications compliance? Discussing aspects of insider trading the show misses. 

  • Trust isn’t automated. Communications professionals are important in ensuring messaging reflects the company’s voice and resonates personally with clients – something AI cannot fully replicate. Asset managers are responsible for creating and managing diversified portfolios tailored to clients’ risk tolerance, investment goals, and time horizons. This involves carefully selecting, monitoring, and adjusting investments. With so much at stake, clients don’t just seek expert advice – they also look for a personal connection and trust with their asset managers. 
  • Robots can’t build relationships. A good PR team knows how to tailor pitches, establish useful contacts with journalists, and stay up to date with what’s happening in the industry. Until AI robots are roaming the earth, building tangible relationships for your company with key top tier news outlets, human expertise remains invaluable in building relationships and securing coverage in the most relevant asset management publications.  

Gen AI has opened a lot of new doors for asset managers, making content creation faster and more efficient. But leaning too heavily on AI can dilute your company’s voice, introduce errors, and lead to uninspired outreach. When you combine AI with the expertise of a specialist capital markets PR agency, you get the best of both worlds: AI’s efficiency paired with the human creative touch.  

Key takeaways

Q1: What are the key risks of relying solely on generative AI in asset management? 
A1: Key risks include losing a unique brand voice, potential inaccuracies, and generic client outreach that lacks resonance and engagement. 

Q2: How can capital markets PR agency communication professionals’ expertise complement AI tools in PR? 
A2: Communication professionals’ expertise brings creativity, nuanced communication, and trusted client and media relationships that AI alone cannot fully replicate. 

Q3: Why is maintaining trust essential in asset management communication? 
A3: Asset managers need to ensure accurate, personalised messaging for a client base that not only seek expert advice, but also look for a personal connections and trus. 

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Is Your Website ESG-Proof? Why Carbon-Conscious Web Design Matters

By Marko Batarilo, Senior Development Lead

Websites contribute significantly to carbon emissions, making them a vital part of any ESG strategy. This blog outlines why carbon-conscious web design is essential, practical ways to reduce your website’s digital footprint, and how these efforts benefit both your brand and sustainability goals. 

When you think about your company’s environmental footprint, does your website come to mind? For most, it probably doesn’t—but it should. As more businesses commit to Environmental, Social, and Governance (ESG) goals, it’s important to recognize that your digital operations matter.  The cumulative impact of the internet is huge, and although one website might not feel like a huge lever to pull, businesses can make a small but genuine contribution to driving change by getting their own online house in order.

As a message to your customers and stakeholders, it shows that you care about your impact – even sweating the small stuff – and that you have attention to detail. It can also have an impact on your SEO.

Reduce your website’s carbon footprint

Think about it: every time someone visits a page on your site, energy is being consumed to load images, play videos, and transfer data. All of that is powered by servers that run day and night. In fact, the internet’s annual carbon emissions rival those of the aviation industry. For companies trying to demonstrate true sustainability, overlooking their digital carbon footprint can be a costly misstep. This is particularly relevant for sectors like energy and industrials, capital markets, and financial services, where ESG commitments are becoming increasingly scrutinized.

Why your website’s carbon footprint matters

If your website is heavy with large files, high-resolution images, and fancy animations, it’s also heavy on energy use. Companies in our key sectors – technology, energy & industrials, financial services, and capital markets –  often have particularly content-heavy platforms that contribute to higher energy usage.

The good news? There are tangible steps you can take to make your website greener. By adopting a more sustainable web design approach, you can not only reduce your environmental impact but also improve your website’s performance and user experience—a win-win for everyone.

Practical Steps to make your website ESG-Friendly

The first step is a website carbon audit. It’s about understanding where you are right now—how much energy your website uses and where the big consumption points are. From there, it’s all about making smart, informed changes. Here are some practical ways to get started:

  • Optimize Your Media for Faster Loading: Reducing image and video sizes is a simple but effective way to cut down on energy use. You’d be surprised how much smaller file sizes can improve both your carbon footprint and your page load speeds.
  • Clean Up Your Code to Reduce Digital Waste: Streamlining your code makes your site faster and more efficiently. Clean code means fewer unnecessary processes running behind the scenes, which means less energy consumption and a better SEO ranking.
  • Choose Greener Hosting for ESG Goals: Consider hosting your website on servers powered by renewable energy. Providers like Google and others now offer more sustainable hosting options, making it easier to switch to greener alternatives.

These tweaks might seem small individually, but together they can add up to a big difference. Not just in terms of sustainability, but also in delivering a smoother experience for your visitors.

The benefits for your brand and SEO

Customers and stakeholders are paying attention. They want transparency and authenticity, and they’re actively looking for brands that align with their own values. If you’re pushing an ESG narrative but your website’s environmental impact goes unaddressed, it can create a disconnect that undermines your credibility.

On the other hand, a well-optimized, low-carbon website sends a strong signal. It shows that you care about the details, that you’re serious about sustainability, and that you’re ready to go the extra mile—even in the digital space. This is a powerful way to connect with today’s more conscious consumer while boosting your SEO by improving site speed and usability.

Take the first step: website carbon audits

If you’re committed to ESG, it’s time to include your digital footprint in the conversation. Our agency offers website carbon audits to help you get started. We’ll pinpoint the high-energy elements on your site and make practical, effective recommendations for reducing your digital carbon emissions.

Ready to make a difference? Let’s create a web presence that’s not just beautiful and functional, but sustainable too. Together, we can build a cleaner, greener internet, one website at a time. Optimizing your website alone won’t change everything—but it’s a step in the right direction. Every small action adds up, and this is one meaningful way to contribute to a more sustainable future.

Get in touch for your website carbon audit today

Contact us to learn more about our carbon audit services and how we can help you create an energy-efficient digital presence that aligns with your ESG goals.

Key takeaways:

What is a website’s carbon footprint, and why does it matter?

A website’s carbon footprint comes from energy-intensive hosting and media usage. Addressing it is essential for ESG compliance and environmental impact reduction. 

How can businesses reduce their digital carbon footprint?

Optimise media, clean up code, and switch to green hosting. These actions reduce energy use and improve site performance. 

What are the benefits of sustainable web design?

It aligns with ESG goals, enhances brand credibility, boosts SEO, and delivers a better user experience. 

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Was Private Equity’s Successful Lobby for Gentler Tax Hikes a Masterclass in PR?

By Kirsten Scott, Financial Services

The private equity industry recently pulled off what many in the comms world might consider a remarkable feat of influence. Facing a proposed tax increase on carried interest—from 28% to a much heftier 45%—the industry lobbied intensely and ultimately succeeded in negotiating a more modest hike to 32%. This seemingly small reduction represents a significant win for private equity (PE) firms, reducing the financial burden that could have impacted their operations within the UK.

Context: What is Carried Interest and why does it divide opinion?

At its core, carried interest is a share of the profits that investment managers, such as those in private equity, earn when they successfully grow the value of a fund. Unlike a traditional salary, carried interest is generally only paid out after investors achieve a certain return on their investment. For PE professionals, this can mean years of working with no payout, and if the fund doesn’t perform well, there’s no reward at all.

However, the debate around carried interest centres on how it’s taxed. In the UK, it’s often classified as a capital gain (historically taxed at 28%), which is lower than income tax rates that go up to 45%. Supporters argue this lower rate incentivises long-term investment, helping fund the growth of businesses and job creation. Critics, however, claim it’s a tax loophole that allows wealthy financiers to avoid higher taxes.

Rachel Reeves, Chancellor of the Exchequer, faced a difficult balance when delivering her inaugural budget, aiming to fund public services while keeping the UK attractive for global investment. The carried interest tax reform was a key part of this balancing act. The British Private Equity and Venture Capital Association (BVCA) has pushed to convey the benefits of private capital to the UK economy, emphasising how it drives employment, innovation, and regional growth.

The BVCA’s efforts gained a foothold in government thinking, which was evident in the language published alongside the Budget. It acknowledged that “carried interest has unique characteristics” and pointed out the lengthy, risk-based nature of private capital investment.

This recognition reflects the impact of BVCA’s lengthy campaign, underscoring the importance of data, personal connection, and well-framed arguments in driving influence.

What made this campaign so effective?

This campaign’s success was no accident. It was a carefully crafted, high-stakes private equity communications effort that leveraged some of the most powerful tools in the influence arsenal: strategic data use, influential alliances, narrative shifts, personal connection, and headline-grabbing statements. Let’s break down how each of these tactics played out in the campaign and how they might be applied to other financial communications strategies.

1) Leverage data for impact

Data is a powerful tool, but in PR, the trick is using it effectively to support a broader narrative. The BVCA did this exceptionally well, transforming numbers into a story that policymakers couldn’t ignore. Economic evidence such as EY’s report showed that private equity-backed businesses contribute 6% to the UK’s GDP and support 2.2 million jobs, illustrating the sector’s vital role. Private capital supports 10% of private sector GDP, which made a compelling case for its broader value to the economy.

The BVCA presented this data strategically to demonstrate how the tax increase could undermine economic stability and job growth. For policymakers, these numbers showed PE’s importance not only for investors but for the UK economy’s health—a crucial point in the BVCA’s lobbying message.

2) Align with influential voices

The power of influential voices can never be underestimated, and the BVCA leveraged this to full effect. By aligning with high-profile figures, including global financiers like Blackstone’s Stephen Schwarzman, the association created a network of allies who could advocate in influential circles. The strategy included hosting private dinners and other intimate gatherings where these figures could speak directly to key players.

With allies like Schwarzman, the BVCA extended its reach beyond UK borders and drew on the credibility of respected names, amplifying its campaign’s impact. This approach enabled PE advocates to frame the tax hike as a policy with global implications, raising the stakes beyond just the UK’s financial sector.

3) Reframe the narrative

Private equity has long struggled with a perception problem. The BVCA recognised that the “profit at any cost” stereotype could derail the campaign and worked hard to reframe the conversation. Rather than hiding behind the criticisms, they shifted focus by highlighting PE’s contributions to local economies and its role in supporting innovation, job creation, and essential services like biotech and clean energy.

Through its MP Connect program, the BVCA offered MPs a closer look at private equity-backed companies in their constituencies. The tours allowed MPs to witness the jobs and contributions these businesses bring to their communities, humanising the sector and challenging the notion of PE as an elite, disconnected industry.

4) Connect on a personal level

One of the BVCA’s most effective tactics was to foster personal connections between PE-backed businesses and members of parliament (MPs). They organised discussions and company tours, where MPs could witness firsthand the impact of PE in their constituencies. This direct engagement gave the campaign a personal touch, making MPs more receptive to the BVCA’s arguments.

Creating these opportunities for MPs to connect with local business owners helped policymakers see beyond the numbers. They saw the human side of PE-backed businesses, reinforcing the industry’s value in a tangible, relatable way.

5) Captivate your audience with powerful statements

Throughout the campaign, the BVCA didn’t shy away from bold statements to capture attention. They issued warnings about a potential “mass exodus” from the UK to emphasise the competitive disadvantage the tax hike could create, potentially driving investment to more favourable tax environments abroad. These statements weren’t just rhetoric; they underscored the potential consequences of the proposed tax hike and kept the message in the spotlight.

With this strong narrative, the BVCA secured multiple media appearances, including TV interviews, helping to emphasise the urgency of their message and reach a broader audience.

What can individual brands take from this?

Marketing teams at private equity firms should consider their brand narrative, in line with this campaign and tap into a similar storytelling approach to benefit their brands. Highlighting positive, relatable aspects of private equity investing, that resonate with a broader audience, PE firms can demonstrate their value beyond finance.

By strategically leveraging data, building influential alliances, reframing narratives, fostering personal connections, and maintaining powerful statements, the BVCA orchestrated a campaign that protected billions in profits while shaping public perception.

For PR professionals both in and outside of the PE industry, this campaign offers valuable insights into how complex, even controversial, topics can be navigated with strategic communication. At its heart, the PE lobby’s efforts reiterate the importance of crafting a message that resonates with an audience’s values and concerns—an essential lesson for any private equity communications campaign looking to make a lasting impact.

Key takeaways:

  • Leverage data for impact
    PR campaigns should always anchor themselves in solid data, but it’s crucial to frame this data in a way that resonates with the audience’s priorities. Whether appealing to policymakers, customers, or stakeholders, data that demonstrates tangible value makes a stronger case.
  • Align with influential voices
    Collaborating with well-regarded industry voices or subject matter experts can enhance credibility and expand influence. This is particularly valuable when the audience or stakeholders may be sceptical; having a trusted, influential ally can help validate the message.
  • Reframe the narrative
    In any PR campaign, addressing and reframing negative perceptions can be more effective than avoiding them. Whether it’s challenging a stereotype or highlighting overlooked positives, shifting the narrative can engage a broader audience.
  • Connect on a personal level
    PR efforts are often most effective when they bring an abstract issue down to a personal level. Engaging directly with stakeholders and creating face-to-face opportunities fosters empathy and understanding, making the message more relatable and harder to dismiss.
  • Captivate your audience with headline-grabbing statements
    Compelling statements, backed by facts, can help amplify the impact of a campaign. Bold claims—especially when supported by data—make a campaign more memorable and can drive audience engagement.

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3 mistakes to avoid during Singapore’s event season

By Louise Veitch, Head of Southeast Asia

There is an event to attend almost every day in Singapore, but for our core sectors: finance, energy and technology; October-November is peak season. For any business looking to make their mark in the APAC region, events will likely be a key part of their marketing and sales strategy, so it’s important to get right, but very easy to get wrong.

Tech Week Singapore delivered another great event, consisting of seven simultaneous shows – Cloud Expo Asia, DevOps Live!, Cyber Security World, Data Centre World, Big Data & AI World, eCommerce Expo and Technology for Marketing – and attracting nearly 25,000 senior IT leader attendees and 500+ exhibitors.

However, there will be many exhibitors, sponsors and delegates who found they didn’t achieve the expected ROI on their investment – and here’s why:

1) Making a Lasting Impression at Singapore Events

Spread across two exhibition floors in Marina Bay Sands, Singapore Tech Week is vast. While that means lots of attendees and potential prospects, it also means a lot of brands competing for attention.

While eye-catching booths will help you stand out, it’s also crucial that your messaging used throughout collateral resonates and encapsulates your brand, while also distinguishing it from competitors.

At the event there were many companies that had ‘accelerate your digital transformation’, or a version of, as their tag line. Already a relatively vague phrase, it becomes completely indistinguishable when so many use it.

Are you confident that your messaging is truly delivering for your brand and cutting through noisy markets?

Are you aware of how your competitors are positioning themselves?

Are there white spaces that exist that you can claim?

2) The message is loud and clear: the Importance of Sustainable Data Centers in Tech

Of the key topics that were explored throughout Tech Week Singapore, data centers and all associated tech dominated the conversation. APAC’s data center market is currently experiencing incredible growth. With it predicted to reach $54.67 billion by 2028 and 7 of its cities ranked in the top 10 for fastest growing connectivity infrastructure, it’s no real surprise that it’s one of the hottest trends.

Data centre deployments that can support the massive and ever-increasing data requirements of society is the outcome of an ecosystem of providers, but while everyone has their own corporate narrative, one message came through loud and clear – running data centers as sustainably as possible is now a key factor in decision making.

For brands to showcase how their operations and solutions can deliver greener workflows, it’s imperative their ESG communications are on point.

Are your ESG communications a fair reflection of your practices?

Do they understate how you can support sustainable development? Or, are you too far the other way and concerned that you’re overstating them?

3) Maximize ROI with an Expert Communications Agency

Events like Tech Week Singapore form an important cornerstone of communications plans. However, attending is a big time and money investment, so objectives need to be set earlier and then supported by activity at the event. When these aren’t in sync and resources are used in the wrong places, that’s potentially big chunks of annual marketing budgets wasted.

Work with an agency like Aspectus that can support – or drive – your event strategy. Tell us what your business objectives are, and we can work with you so all your activity, including speaking slots, messaging, collateral, social media and media interviews, complement each other to deliver a successful event.

Aspectus is a global all service communications agency, which means  we partner with technology brands of all sizes to achieve their strategic goals. So, whether you’re looking to sell more, position your brand differently, improve ESG comms or break into a new market, let’s have a conversation.

You can reach Louise at louise.veitch@aspectusgroup.com

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Why B2B Brands in Complex Sectors Should Invest in YouTube Ads

By Stacey Pendrich, PPC Director

We’ve previously discussed the extent to which B2C marketing tactics can be utilized effectively by B2B firms. The latest iteration of this line of argument is the platforms B2B firms consider appropriate and applicable for paid ads. Our take is that for B2B brands, particularly those operating in complex and niche sectors, YouTube video ads offer a unique way to reach, engage, and convert valuable audiences.

Not sold? We’ve pulled together five reasons why it’s worth your attention. 

  1. Expansive Reach
    YouTube has around 2 billion active users each month, including business professionals across nearly every sector. As the second-largest search engine after Google, YouTube is a go-to for users seeking knowledge, solutions, and thought leadership—making it ideal for B2B brands wanting to capture high-intent viewers in their target market.
  2. Engaging Content
    Video is an unmatched format for breaking down complex ideas and building trust. B2B brands can showcase their expertise and humanize their offerings through storytelling, product demos, and thought leadership interviews. The trick lies in capturing attention quickly—especially in skippable ad formats. A well-structured video can resonate instantly and increase engagement, brand recall, and trust.
  3. Targeted Advertising & Measurable Results

YouTube allows precise targeting based on interests, content, and even specific search behaviors, helping you reach relevant audiences without wasting budget. Importantly, YouTube ads are cost-effective compared to many other digital channels, so you can drive meaningful engagement with a strong ROI. YouTube’s performance data enables you to optimize continually, refining your ad content, targeting, and spending for maximum impact.

  • Organic Search Boost
    A well-planned YouTube strategy doesn’t just improve paid reach; it can boost organic visibility too. Videos posted to YouTube often rank well in Google searches, as Google frequently prioritizes video content. This can help your business appear higher in search results, potentially bringing in new leads organically while building your reputation as an industry authority.
  • Versatile Content Across Channels
    Investing in a single, high-quality video for YouTube also opens opportunities for multi-channel distribution. You can reformat and share the content across LinkedIn, your website, email campaigns, and webinars, getting maximum mileage from your video investment. This versatility helps keep your messaging consistent, drives engagement across platforms, and increases ROI.

So why aren’t more businesses doing it? Our instinct is that it comes back to the perception that certain tactics – and channels – are reserved for B2C campaigns and marketeers have unconsciously eliminated them from consideration.

But the reality is that by reaching the right people with engaging, optimized content, B2B brands in complex sectors can utilize YouTube ads to build credibility, raise brand awareness, and improve search visibility across channels—all with a solid ROI.

If you’re interested in broadening the channels you’re utilizing for marketing, we’d love to talk to you – whether to take a proper look at the value of YouTube ads and the benefits they bring to B2B, or to have a wider conversation about challenging more long-standing marketing ‘rules’.

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