Result
AuA (assets under admin) 71% to $187B. Revenue 41% to $221.3MM. Stock value 142%
$1.0B acquisition by SS&C.

Business Challenge
At 10 years of steady growth, GlobeOp leadership, including BOD, was not satisfied with its marketing-sales synergy…nor how it was positioned to maximize value for acquisition.

Customer Insight
Technology in this category was perceived as parity. All things being equal, it came down to a gut sense of who made them feel most confident. Who they could trust with such vast amounts of money.

GlobeOp’s CEO, at the start of my work, stated that their brand was “…in the business of Hedge Fund Information Services.”

But, after listening, really listening between the lines to customer, I presented the Q: “What Business Are You Really In?” and answered that GlobeOp was really in the business of “Providing Confidence” which was gold to the super-fast executional side of hedge fund services AND to the ultimate customer.

Brand Strategy/Position
Confidence. First and foremost, a Trust in GlobeOp, in its people, its brand, before an understanding of and respect for its remarkable technology. Every communication and experience, from the look and touch of the business card to the service “heat maps” featured in offices, triggered the emotional response of confidence before the more studied response of respect for its technological competence.

Brand/Marketing Creative
1. Mission, brand position
2. Brand ID, logo/styleguide
3. Website, brand and product videos
4. Office, event, presentation experiences
5. Sales materials
6. Business cards and swag
7. Index and Product Demos

 

 

Unprecedented fin-tech exposure for brand and category on CNBC, Bloomberg TV, YouTube, Hedgeweek, HFMWeek…

:15 sec version “Quantum Physics”

:15 sec version “Origami”

:15 sec version “Black Belt”

:15 sec version “Synchronized Swimming”

 

Business Cards

 

Website

 

 

Folders

 

Brochure

 

“Remarkable Service” Customer Satisfaction Survey. GlobeOp’s COO asked “What can we do with all this — 40,000 data points — to make it more meaningful to employees and customers?” Jan saw it immediately. He came back a week later, having eliminated all the lines and text of the X and Y, changing the colors to the new brand style and adding two previous years to the survey. The result (below) is a triptych of art more alive and compelling than dry data. It powerfully, emotionally and immediately communicated the progress, year after year, of GlobeOp’s customer service. (Blue: Remarkable Service; Yellow: Satisfactory; Red: Unsatisfactory). Working with one of the few manual silkscreen artists in NYC, Jan had each piece hand-printed on canvas and framed. It became the emotional centerpiece of Jan’s branding launch of “Be Confident” to each global office, bringing home in every culture and language the meaning and purpose of remarkable service by remarkable human beings: The employees who, Jan said, were the true artists. One of GlobeOp’s most memorable moments.

 

 

 

 

 

 

 

 

 

 

Annual Report

 

 

 

 

Direct Response / print and digital

Full Page, inside and back covers

 

Gatefold customized super spread
A. “Teaser” page inside front cover

B. “Reveal” gatefold spread inside front cover

 

Advertorial spread of a 3-page Q&A interview

Banner Ads

$30bn Direct Sales Letter
How do you break through and set up a meeting with a $30bn prospect during impossible-to-schedule holidays? With a hand-delivered box of silver dollar-sized Crumbs cupcakes, designed in the form of a calendar month. The personalized card (below) that greeted the prospect mimicked the design of the month of cupcakes, with a handwritten note that invited prospect to choose a cupcake: the date for a meeting!  Result? A bite, a reply, meeting scheduled and a new-business win.

The back of letter described each cupcake, including our own branded cupcake on bottom right.

Contact Jan at janzlotnick@gmail.com   See Jan’s CV.

 

Answers:
1. US dollar 2. Pound sterling 3. Euro
4. Canadian dollar 5. Australian dollar 6. Ukrainian hryvnia
7. Brazilian real 8. South African rand 9. Russian ruble
10. Japanese yen 11. Argentine peso 12. Tanzanian shilling
13. Saudi riyal 14. Norwegian krone 15. Nigerian naira
16. Indonesian rupiah 17. Afghan afghani 18. Maldivian rufiyaa
19. West African CFA franc 20. Indian rupee 21. North Korean won
22. Serbian dinar 23. Georgian lari 24. Iraqi dinar
25. Kyrgyzstani som