How marketing leaders turn crises into opportunities

Insights from industry leaders on staying visible, relevant and aligned during global crisis

Two years since the official end of the Covid pandemic and amidst several current geopolitical crises, marketing leaders across the asset management industry examined practical insights around messaging, agility and internal alignment in times of volatility.

The engaging roundtable discussion – centred on the theme ‘Marketing in the Storm’ – opened with the fundamental question: Are financial crises a threat or an opportunity? The consensus? They are both, but what matters most is how asset managers respond.

During the tariff war between the US and China, there was a variety of asset manager responses and recommendations:

• Stay invested: Some asset managers emphasised long-term strategy, active management, and maintaining client trust.
• Change allocation: Others recommended moving toward defensive assets like sovereign bonds amid heightened volatility.
• De-risking: Several firms advocated cutting exposure in fragile markets and taking a more conservative stance.
• Explore alternatives: A growing focus on non-traditional investments, such as non-listed funds and impact-driven strategies, was evident.

Participants recalled some of their own moments where marketing seized the opportunity to show ownership and agility in an authentic way during a crisis. They recommend staying relevant, visible and actively reposition messaging in times of uncertainty. Asset managers need to support financial intermediaries and their clients in times of uncertainty.

While there’s a strong case for staying in market during a crisis (higher share of voice, increased presence), participants explained there definitely needs to be alignment on what to say. The messaging needs to be relevant for the challenges that investors are facing. A striking example was that recent wars require different messaging and an approach compared to the Covid crisis. There is no one-size-fits-all.

Research by Fundamental Group found that market trends and investment strategy top the list of topics investors and intermediaries want to hear about, also during times of crises. Investors want to know what impact the crisis could have on their investments, what action, if any, the asset manager is taking in response to the volatility and what options there are to navigate the crisis.

When to speak and when to stay silent

A key theme was the decision-making process around commenting on world events. The tariff war, for instance, drew rapid responses from many firms. But recent geopolitical tensions such as the Iran-Israel conflict have prompted more hesitation.

"We have a crisis group that decides where we comment,” said one marketer. “We stick to what we know. Otherwise, it becomes a human reaction, not expert insight.”

This careful approach aligns with a key takeaway from Fundamental Group’s research: communicate with clarity and relevance to your core expertise. As one marketer summarised: “We are not a newsroom; we are an asset manager.” Commentary should be informed, timely and meaningful to investors.

One recurring challenge was navigating internal approval processes. “By the time something’s signed off, it could be out of date,” one attendee noted. Most of the marketers indicated they are focused on providing long-term perspectives, even in short-term crises.

Lessons from the past – A turning point

Reflecting on past crises, many credited Covid as a turning point for marketing. While the global financial crisis (GFC) saw many brands retreat, during Covid, with in-person meetings off the table, the digital pivot accelerated with marketing teams spearheading much of the response.

• Webinars and podcasts were launched – and often still run today.
• Sales-marketing relations improved, as urgency drove pragmatism.
• Audiences, stuck at home, consumed more content than ever.

Research shows that firms who increased marketing activity during the GFC and Covid reinforced trust and captured mindshare – lessons many are applying now. Those brands are reaping the benefits of their commitment to supporting professional and private investors with content and insights.

Key takeaways

Drawing from the discussion, seven standout lessons emerged:

1. Covid marked a turning point – But marketers are struggling to the momentum it created.
2. Crisis = opportunity – But only if you stay visible and act with relevance.
3. Be present, not noisy – Speak when you have insight; silence is a risk.
4. Split budgets, stay nimble – Long-term brand building and short-term performance need different strategies.
5. Prepare for the storm – Scenario planning, pre-approved templates and flexible frameworks reduce lag.
6. Align internally – Consistent messaging across teams protects brand equity.
7. Listen, tailor, simplify – Communicate in plain English. Focus on what clients need to know.

As one participant summed it up: “It’s not just how you react to a crisis, but how you prepare, how you align internally, and how you keep building trust when it matters most.”