Building authority in private markets for MSCI
The objective
MSCI is an established authority in public markets, with decades of experience building the data, benchmarks and analytical frameworks investors rely on. It also has the data and expertise to bring that same rigour to private markets - an asset class still characterised by fragmented information, inconsistent reporting and limited comparability.
Through its inaugural State of Private Markets report, MSCI wanted to position itself as the benchmark for private-market intelligence. The aim was to show CIOs and senior investment leaders how standardised, integrated data can bring greater clarity to total-portfolio decision-making, while building MSCI’s authority in private-market data and analytics.
The solution
We approached the inaugural report as the foundation for a campaign-led narrative, giving MSCI a clear and consistent way to bring its private-markets story to life across the report, digital experiences and wider promotional activity.
At the heart of this was a distinctive visual identity and modular editorial system that transformed dense, complex datasets into clear, compelling visual stories. Flexible and recognisable, the system retained MSCI’s analytical rigour while creating a consistent platform for future campaign activity.
The outcome
The inaugural report gave MSCI a distinctive flagship asset to demonstrate its private markets expertise. It was unveiled at the inaugural MSCI Private Assets Summit which brought together LPs, CIOs, LPs and other senior investors.
By making complex data and insights easier to navigate, compare and understand, the work brought MSCI’s depth of intelligence to life, supporting its ambition to advance greater transparency, independent measurement and integrated thinking across both public and private markets.
“alan. took our ambition to build authority in the space and turned it into something that felt much bigger than a report: a premium, credible campaign platform we could carry across the launch and wider activity. That same thinking came through in the data visualisation, making highly complex insights feel clear and engaging without losing the depth our audience expects.”
the download performance of comparable flagship research, making it MSCI’s highest-performing Research & Insights paper during the reporting period
media articles published across nine markets, including 10 Tier 1 placements in Reuters, Bloomberg and the Australian Financial Review
prospects entered ongoing nurture programmes, with the report helping generate 40 Highspot sales pitches across APAC, EMEA and the Americas
