Reuters Plus/PGIM: Writing thought leadership for successful digital infographics

Need:

How do you make investment thought leadership engaging in a digital environment? That was the question Reuters Plus content studio set out to answer for PGIM, a leading US asset manager, by creating the OutFront series of data-led investment narratives against a backdrop of 2D and 3D infographics. To do so, Reuters Plus needed a financial writer who could develop thematic storylines on trending investment themes.

Approach:

The thought leadership texts depended on clear narratives highlighted by data. With topics ranging from generative AI to industrial policy and private credit, the first step was to brief a researcher to find authoritative studies of the theme in focus. After that, a detailed bullet point storyline was written for approval by the PGIM and Reuters Plus teams.

Outcome:

Called OutFront to reflect how PGIM anticipates investment themes, the series of infographics has continued over several years, with more than 10 editions. It ranks among PGIM’s most successful digital marketing initiatives – judged in terms of traffic, engagement and awards. The series is evolving to include videos filmed against immersive LED backgrounds.

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