The Banker Portfolio 2015 FINAL · A service from the Financial Times The Banker Portfolio Page 3 of 16 The Banker is the world's premier banking and finance resource. Read in

A service from the Financial Times

The Banker Portfolio Page 1 of 16

The Banker Portfolio

TheBanker.com/portfolio



CONTENTS

About The Banker……………………………………………………... 3

The Banker timeline………………………………………………….. 4

Masterclass Series……………………………………………….……. 5

Viewpoint Series…………………………………………………..…… 6

Leadership Series…………………………………….…………..…… 7

Fresh Perspectives …………………………………..…………..…… 9

TheBanker.com…………………………………………………………. 10

The Banker readership…………………………………………….… 11

Global Capital Markets survey…………………………………… 12

Sponsorship benefits………………………………………………… 13

Marketing overview…………………………..……………………… 13

The Banker Awards……………………………………..…………….. 14

View From Series……………………………………..……………….. 14

Contact details……………………………………..…………………… 15



The Banker is the world's premier banking and finance resource. Read in

over 180 countries around the world, The Banker is the key source of data

and analysis for the industry.

The Banker has been providing global financial intelligence since 1926 and has built a

reputation for objective and incisive reporting on major events. The Banker combines in-

depth regional and country coverage with reports on capital markets and structured

finance, risk management, working capital management and securities services,

environmental finance, trade and project finance, trading, technology and management

and governance issues.

The Banker is the most internationally read banking and finance magazine. Its news and

analysis, informed opinion, big name interviews and industry data make it one of the most

comprehensive and respected voices in the financial media. The Banker is essential reading

for CEOs, CFOs, corporate treasurers, central bank governors, institutional investors and

finance ministers.

We have a team of editors that cover regions and other areas of the market; regionally we

have an Asia editor, Europe editor, Africa and Middle East editor, Latin America editor, in

addition to capital markets, technology and transactions, and private banking editors.

We pride ourselves on our exceptional local and on-the-ground knowledge of international

markets. The Banker's editors travel the world to interview senior bankers and world

leaders, giving the magazine a unique insight on global trends.





The Banker Masterclass Series, launched in 2007, represents an ever-growing mix of exclusive

content, multi-channel distribution and audience interaction. Built around a series of in-depth video

interviews, a Masterclass is designed to showcase an expert view of specific market or product

developments in banking and financial services.

As an industry leader, your organisation will be interviewed by The Banker on a key topic. The

Banker takes the position of a potential client in asking pertinent questions. The interview is

designed to offer the client an opportunity to address challenges and opportunities in a thought-

provoking and authoritative manner. The print issue of The Banker will carry 2 pages of sponsored

content or interview highlights - which will also appear online.

Relevant and related content from The Banker will be displayed alongside the Masterclass,

encouraging viewers to engage with the issues raised.

The interview will be edited down to a 18-20 minute product, divided into individual 4-5 minute

chapters and hosted on TheBanker.com. Our analysis has shown these to be the optimum times –

encouraging ongoing viewer participation.



The Banker’s Viewpoint Series represents an exceptional mix of exclusive content, multi-channel

distribution and audience interaction. This series is designed to showcase a client’s experience of the

challenges facing their business and relationships.

We will collaborate with you in the selection of the industry/demographic and once chosen our

editorial team will conduct the interviews independently. These interviews are designed to offer the

clients an opportunity to address and discuss the key challenges in a thought-provoking and engaging

discussion.

The Banker and the client will introduce the series in a 4-5 minutes discussion around the main

themes. The series of interviews will commence thereafter, divided into individual chapters of 4-5

minutes each. In the final chapter of the series The Banker and the client will draw their conclusions

on some of the key discussion points.

The print issue of The Banker will carry 2-4 pages of the ‘Viewpoint Series’ in a virtual round table or

Q&A format as well as being hosted on The Banker.com



The Banker’s Leadership Series allows you to position your business or organisation prominently to

the 90,000 readers The Banker reaches each month via the magazine and 200,000 users online.

The Leadership Series allows you to communicate your message to investors, multilaterals, banks,

governments and corporates around the world.

The Leadership Series will take the form of a roundtable discussion. Approximately six speakers

made up of the client and invited guests will have the opportunity to engage for up to one hour and

thirty minutes on the subject in hand.

The discussion will feature in the following month’s edition of The Banker as a two-page

independent article, together with photographed image from the debate.

The Banker will work with the client to build a target wish list of invitees. Names will be drawn from

The Banker’s extensive data, and the client’s business contacts. The Banker will work closely with

the client to shape an appropriate editorial agenda for the discussion

The Banker will organise a filmed roundtable discussion in the Boardroom at the Financial

Times’ global headquarters.

The Banker will secure 5-8 participants for a balanced editorial discussion, taking into account

the clients’ desire to meet target companies.

The Banker’s editorial team will chair the event.

The client is invited to have one senior representative at the table for the discussion

The Banker can provide a photographer for the roundtable session, if required

The session will be video recorded and a 50 minute edited version will be available from

TheBanker.com. This will be both instantly playable from the website and also available to download

onto desktops or a portable player. Our media player also enables clients to host the footage on their

own website.

The 50 minute edited version will also be available as separate chapters focusing on specific content.

These chapters can be used to communicate with investors on a particular subject.



Each roundtable will be available to our online users on TheBanker.com/video – this will have

the full 50 minute video, and also the 5 individual topic chapters of 10 minutes.

The format allows clients to justify their participation as it meets their thought leadership and

brand perception requirements perfectly.

A 2 page independent article will also appear in the subsequent issue of The Banker magazine.

A high resolution PDF will be made available of the article for the client to host on their website

and reprint if they wish.

A DVD of the footage can also be produced.



The Banker’s Fresh Perspectives Series is designed to explore new ways of thinking and addressing

industry challenges. It is constructed in a way that lends itself to an informative and engaging

platform and can be updated regularly to be attractive as content and targeted to different client

communities.

The Banker’s journalists will be tasked with creating a narrative thread that connects (1) 3 x written

articles, (2) 3 x videos and (3) 3 x regional or country specific infographics.

A well-written article is still one of the most effective ways of delivering thought leadership. By

partnering with The Banker, you will be leveraging the skills of some of the most respected writers in

the industry.

Exclusive videos will be filmed at the FT Studios. Senior executives will be interviewed on relevant

subjects, raising individual profiles and positioning your personnel as industry experts.

Exclusive infographics will be created on industry trends, market data and more. Succinct and sharp,

such content is ideal for distribution though social media.

The site can also host whitepapers, research and client experiences. A section can be gated to provide

a lead generation opportunity.

The Banker will work with you to create a HTML 5 multimedia microsite for decision makers in the

global corporate and financial community. The site will draw together compelling pieces of content,

in a variety of formats and blend them together to form an immersive, interactive and informative

experience for each participant.

Importantly, each component piece of content will benefit from its own online and

social media push.

These ‘bite-sized’ pieces of content can be targeted to different audiences. Some are designed to be

educational and informative – content that positions you as a leader in the field while also directing

viewers back to the central site. Other pieces will be tailored to succeed in the social media

ecosystem: succinct and eye-catching content that stands out in a world of tweets, banners and e-

alerts.

These elements are designed to draw people back to our central hub, but also to be forwarded,

repurposed or retweeted – harnessing the powerful multiplier that’s at the heart of every successful

social media campaign.



TheBanker.com TheBanker.com is the definitive online source of information on banking and global finance. The site

successfully re-launched in 2011 and has already been recognised as ‘Website of the Year’ at the eZ

Awards. The informed opinion, big name interviews and comprehensive analysis you would expect

from The Banker is now combined with a host of interactive features powered by our unique banking

industry database.

As a result, TheBanker.com attracts a

targeted, high value audience, providing one

of the most comprehensive and respected

voices in financial media.

The new website has a registration policy

which enables us to identify and understand

our audience in greater depth. It gives you

the flexibility to target your prime audience

and ensures you reach the most influential

decision-makers in the financial world.

TheBanker.com viewer demographics

With over 36,000 registered users and more

than 47000 monthly unique visitors from

over 180 countries, we can help you reach

the financial sector’s leading CEO’s, CFO’s,

CIO’s and CTO’s.

Geographic (by continent) Industry Type Banking/Finance 35%

Investment community 16%

Non-financial Corporate 37%

Africa 6.4%

Asia 29.7%

CONCAF 1.2%

Europe 37.8%

Middle East 5.9%

North America 13.5%

Oceania 2.2%

South America 3.3%



The Banker readership The Banker has an ABC accredited circulation of more than 28,974 and is read by senior decision-

makers in financial institutions, corporations, investment management firms and central banks in

over 100 countries. With an average of 3 readers per copy, The Banker reaches an audience of more

than 90,000 of the world’s most influential finance professionals.

Circulation by organisation Circulation by job title

Geographical distribution

A truly global readership, The Banker is read in over 90 countries around the world.

Europe 50, 572

Americas 22,595

Australasia/Asia 9,222

Africa and Middle East 7,924

Total 90,313



Global Capital Markets survey GCMS is the only independent media benchmarking study available for the banking industry and

provides insight into what media is used by the worlds leading financial market decision-makers.

The most recent survey was concluded in November 2011 and surveyed 10,000 c-suite executives.

Total monthlies all respondents: corporates, banks and financial institutions

Total all titles: banks and financial institutions globally



Sponsorship benefits 1. Make potential clients aware of your firm’s capabilities and track record, increasing the

likelihood that those clients will mandate your firm in the future.

2. Maximise the return on your marketing investment by ensuring your firm’s profile is raised with

a targeted audience of active buyers of financial services.

3. Position your firm in the minds of clients as a leader and a firm that is active on international

markets, making it more likely those clients will award your firm new business.

4. Consolidate your position in the minds of existing clients as a leader in the field that acts with

confidence.

5. Gain a competitive edge over peers whose marketing is less professional or extensive and whose

profile is therefore lower with clients.

6. Demonstrate thought leadership on developments in the market illustrating your ability to

organise and complete to a very high standard complex financial deals.

7. Deliver to our reader’s unique insights and analysis on practical issues in the market, making

clients see yours as a firm with a focus on delivering value.

Marketing overview

The Banker is a comprehensive marketing solution that allows you to target highflying and hard-to-

reach finance professionals with maximum impact.

By blending digital and print content, video, online-banners, social media, e-alerts and more we

offer clients a fully interconnected media ecosystem.

Overview of marketing:

Print: advertising in The Banker and Financial Times (subject to space)

Online: banner adverts to feature on TheBanker.com and FT.com (subject to space)

Digital News: promotion via the The Banker e-newsletter

Social Media: LinkedIn, Twitter and YouTube

Google Adwords: Paid search campaign on Google Adwords to drive traffic to video

The Banker will provide regular, ongoing reporting on views and engagement.



The Banker Awards The Banker seeks actively to promote innovation and best practice through its industry awards.

Sponsorship opportunities are available at each of these high profile events.

Visit TheBanker.com/awardscalendar for the full list of The Banker Awards.

View From Series

The Banker’s editorial team attend a number of key finance events throughout the year and the

website provides a dedicated section to each event. These provide excellent sponsorship

opportunities for targeting a specific market.

Coverage includes related articles as well as exclusive video and audio interviews with leading figures

at the event. We can also conduct interviews with you and include these on the page. You will have

exclusive branding on the “View From” page and it will be branded “sponsored by” or “in association

with your brand” throughout. Each interview will be introduced as “sponsored by your brand”.

You will also be able to host the footage on your own website and have full access to the content post

event.



Contact Details Registered Office The Financial Times Ltd One Southwark Bridge London SE1 9HL United Kingdom

Adrian Northey Global & Asia Sales Manager

Institutional Finance FT Financial Publishing

+44 207 775 6333

[email protected]

James Newman

Associate Publisher Capital Markets & Transaction Banking


+44 (0)20 7775 6332

[email protected]

Anton Paul

Associate Publisher Central & eastern Europe


+44 207 775 6355

[email protected]

Tanny Ribeiro

Associate Publisher Latin America


+351 918 669 188

[email protected]

Luke McGreevy

Associate Publisher Middle East & Africa


+971 4391 4398

[email protected]

Andrew Campbell

Associate Publisher Technology


+44 207 775 6316

[email protected]



Stay connected with The Banker

www.TheBanker.com/linkedin

twitter.com/TheBanker

www.youtube.com/ftthebanker

Documents

The Banker Portfolio 2015 FINAL · A service from the Financial Times The Banker Portfolio Page 3 of 16 The Banker is the world's premier banking and finance resource. Read in