How ASX Reshaped Market Confidence

How do you rebuild confidence in one of the world’s most scrutinized financial markets? In this episode of the Brand Intelligence Podcast, William Tyree speaks with Theresa Lintvelt and Alex Skelton from the Australian Securities Exchange (ASX) about the strategy behind their award-winning “Capital with Confidence” campaign. At a time when global IPO activity had slowed and market narratives had turned negative, the ASX marketing team set out to shift perception and remind audiences of the exchange’s underlying strength as a listings destination.  They discuss how the campaign used powerful statistics, audience-specific messaging and data-driven insights to reach founders, bankers, lawyers and investors influencing IPO decisions. The team also shares how close collaboration between marketing and the listings sales team helped turn complex financial data into compelling creative, and why those insights became the backbone of the campaign. You’ll also hear how the campaign performed, including a 270% increase in website traffic and strong adoption of campaign messaging by the sales team, who began using the creative in their own pitches.