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Monday, November 20, 2017

Raby Fine-Tunes Natixis' Brand

Reported by Neil Anderson, Managing Editor

Jean Raby is fine-tuning Natixis' [profile] asset management brand.

Today Raby confirms that Paris- and Boston-based Natixis Global Asset Management is now called Natixis Investment Managers. Natixis IM also has a new brand platform, "Active Thinking."

The brand adjustment is part of a new strategic plan just revealed by Natixis IM's parent, Natixis (the international asset management, banking, financial services, and insurance arm of French banking giant Groupe BPCE). Indeed, the new brand and brand platform for Natixis IM were unveiled today at Natixis' investor day in London along with the new strategic plan.

"Our new name and brand platform better showcase our business model and the value we bring to clients by offering leading active investment solutions combined with the research and consultation they need to build and manage their portfolios," states Raby, CEO of Natixis IM.

Natixis IM subsidiary Natixis Asset Management in Paris will undergo its rebranding in 2018, but the brands of Natixis IM's 25 other affiliated boutiques will not be affected. Watch for Natixis IM to amp up advertising in 2018 around the new brand and new brand platform.

"We're working on a variety of different ways to activate on the brand platform," Ted Meyer, senior vice president of global PR and communications at Natixis IM, tells MFWire. "You'll begin to see that in earnest at the start of 2018."

Boston-based Lippincott worked with Natixis IM on the new brand and brand platform, Meyer confirms, which are meant to highlight Natixis IM's focus on its multi-boutique model and its high-conviction, high-active share strategies. NGAM previously used the "durable portfolio construction" brand platform, and of the old name also included the word "global." Meyer explains the shift.

This new era evolves us from that point. We're already widely known as a global firm. Our clients understand that. We're also clearly recognized for our portfolio-centric approach.

Natixis is also creating the Natixis Investment Institute to use data analysis and visualization to further the "understanding of the relationships between investor sentiment and investment decision-making." The institute builds on behavioral research from Natixis' Center for Investor Insight and on research and analytics from Natixis' portfolio research and consulting group. 

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