BlackRock: A Better Financial Future for Mexicans

BlackRock, an investment management company, developed a multi-stakeholder approach to improve public perception and reach influential journalists across Mexico.

Introduction

BlackRock is the largest asset manager in the world. Its mission is to provide a better financial future to everyone by converting them from "savers" to "investors." It has a very strong position in the global financial sector, but much less so in Mexico.

In 2018, BlackRock acquired Citibanamex's (Mexico's second-largest bank) Asset Management business. Despite the transaction's historic nature, BlackRock was limited by a low media profile within a highly-regulated sector that had a negative reputation (investment banking was the sixth least- trusted sector according to a 2017 RepTrack study).

The company's low visibility fostered public misunderstanding about...

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