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.


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


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

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