Barings Asset Management

Barings Asset Management has an established global footprint providing its clients with a superior range of investment opportunities but, with offices on four continents, it was struggling to connect staff to sector advancements, industry news and collaborative opportunities. It wanted help to launch an internal newsletter – BAM.

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Work Included

  • Interviewing a vast number of staff across offices in four continents to create lively, engaging and informative features, news articles and performance reviews.
  • Working with their in-house designer to align the brand to a brand voice – authoritative, trustworthy, approachable.
  • Managing a “lost in translation” problem which happens when you communicate across different nationalities and cultures.
  • Ghost-writing an introduction from chairman David Brennan.
  • Researching and providing an in-depth analysis of China Equities – to help teams in other division understand the market in the sister office. 
  • Profiling 36 new members of staff across 40 different offices.
  • Covering London Conference Week with a photographer – picking up on anecdotes and sector gossip for an overview on a key event in their calendar.
  • Providing an investment outlook section with an insight piece on how Barings stays ahead as global regulatory influence increases.


Barings is a $335+ billion global asset management firm dedicated to meeting the evolving investment and capital needs of its clients. But with offices in 16 countries, its team is difficult to unify. 

In previous years it had experimented with digital newsletters but these had been largely unopened. This quarterly hardcopy newsletter was distributed to offices in all areas of the world and was designed to act as a celebration of achievements as well as a reminder to staff about the unified brand voice. It had an excellent reception with lots of submissions for articles from all four continents and once established, was transitioned to an in-house team who were trained to maintain the momentum. It is still in place today.

“It was a pleasure to work with Ellen when we launched our internal newsletter. Ellen worked seamlessly alongside the in-house team and was able to translate technical content into compelling copy for our readership, all aligned to the firm’s brand guidelines and values.
“The finished result was highly professional and well received by all. I would welcome the opportunity to work with Ellen and her team again.”

Jane Drew, Head of Corporate Communications at Baring Asset Management.

Meet the team involved