The unexpected edge: Why asset managers need offline strategies in their marketing mix

The stratospheric rise of social media, opportunities for email blasts and digital advertising has led many asset managers to believe traditional, offline marketing to LPs is all but extinct. Not so, says Philippa Ushio, managing director at financial comms and marketing firm Prosek Partners, who believes savvy GPs have spotted an opportunity for a resurgence of offline in their marketing mix to boost engagement with LPs.