DC Advisory — Refreshing a global investment bank’s brand and digital communications

DC Advisory is an international investment bank committed to making a difference. As part of an established global Group, DC Advisory offers access to over 500 investment bankers in 21 locations throughout the US, Europe and Asia. DC Advisory provides independent, objective advice to clients pursuing M&A, financing, debt advisory, and restructuring transactions. Following a period of strategic acquisition and regional growth, further adding to the Group’s on-the-ground global international investment banking offer, DC Advisory needed to develop a new global website and digital marketing tools to present their integrated offer and deep service and sector capabilities. https://www.dcadvisory.com/

Prior to starting on the digital strategy and communications, this was also a great opportunity to review the brand platform to sense check against the existing brand strategy. We conducted interviews with the leadership of DC Advisory around the world in its key markets to understand from the local to global level their business needs, strategy, reputation, and marketing challenges and opportunities. We then recommended and tested brand positioning options in a programme of research with corporate and private equity clients around the world.

We developed key messaging and content strategy for the website and implemented user experience work to assess the different online needs of private equity and corporate users and recruitment candidates across the US, Europe, India and Japan. This led to features including a 'briefcase' to collate key site content for users to aggregate and download as individual and batched files.
Creative was developed around the new brand story, 'making a difference'. This brings to life DC Advisory's strengths in offering the best of both worlds – with people and teams who bring together global capabilities and reach alongside in-depth, committed and experienced focus.

The website has transformed DC Advisory's digital marketing, with regularly updated SEO optimised content and capabilities to 'drive' traffic to the site, including integration with Salesforce and the Spotler email campaign platform.