Berenberg

by SevenC3 Client: Berenberg

The brief

Create a content channel to emphasise Berenberg’s best moneymaking ideas, as well as showcasing the depth of its analysts’ industry knowledge, while reconfirming its commitment to best-in-class corporate access and client service.

Berenberg is one of Europe’s leading privately owned banks, with a 420-year heritage. It has expanded its equities business dramatically with a team of 70 analysts and economists, 50+ salespeople, covering 500 shares and interacting with more than 600 buy-side institutions globally.

Big Idea

Seven’s remit has been to position Equities Highlights as an appealing digest that offers not only an exclusive window into the world of Berenberg, but also access into the complex world of investment banking for a nonspecialist audience.

Content is based on a series of principles that Berenberg launched in 2013 that encapsulates its offering to clients: Alpha, Thought Leadership, Access and Service (ATLAS).

  • The Alpha pages highlight the best money-making ideas, focusing on those companies with positive outlooks. It also includes an in-depth Sector Focus with eye-catching infographics, and In Conversation where a leading industry figure offers insight into their field.
  • Thought Leadership showcases the industry Knowledge of Berenberg’s analysts, with features including The Specialists and View From Sales offering bite-size sector insight, as well as valuable opinion pieces.
  • The Access section of Equities Highlights reviews and previews the latest must-attend client conferences.

Strategy

Develop a print publication that has real impact. Through the use of impactful illustration and photography the content from Berenberg pushes their leading position in their market as well as giving a level of modernity to the content.

The creative values are married with the use of innovative print techniques and specials – with everything from fold-out maps to a glow in the dark cover treatment.

The Equities Highlights become something that Berenberg analysts and economists are proud and delighted  to give to their clients.

Results

“Equities Highlights has enjoyed a strong start to 2014. Our list of Alpha research has continued its double-digit outperformance versus the broader market. We continue to inform our forecasts with in-depth Thought Leadership pieces that ensure our analysts are looking for the long-term winners in their industries and this magazine ensure that our research reaches an ever-expanding audience.”

-Laura Janssens, Co-head of Research, Dave Mortlock, Head of Equities