FTSE Russell, an LSEG business: Russell Reconstitution Campaign

Each year, the Company, a global leader in the world of indexing, rebalances its family of North American indexes, which now represent trillion in assets. The rebalance is a significant market event, and the Company’s methodology – the indexing industry standard bearer for over three decades – is drawing more scrutiny from investors and regulators as the long-term trend toward passive investing has steered trillions of dollars into index-based products.

It is therefore a significant opportunity for differentiating the brand. The stakes are high as a miscommunication or poor execution could be catastrophic not just for the brand, but it could potentially trigger a market event that would ripple through the global financial markets.

PR plays a critical role because effective communications are essential to an orderly and smooth rebalance and also provide the foundation for an effort to educate investors and the overall marketplace.