Helping a brand win in a market where competitors’ brands had stronger affinity

Challenge

Having unrivaled expertise, Petra wanted a chunk of the market but their C-suite had no prior work experience in Ghana; a market where longstanding work relationships opened doors easier than unrivaled expertise did.

Big Idea

Past performance is good, but not good enough.

Action

Targeting corporate decision-makers, we highlighted the risks substandard handling of pension funds expose institutions to; emphasizing the importance of expertise over longstanding relationships.

Results

Within a year Petra shot from obscurity to become one of the top 3 Pensions Trustees in the Ghanaian market.