The Marketing function in the Asset Management sector has historically been the "poor relation" in the Distribution business. Traditional Asset Managers have often looked to Marketing to provide general support to asset gathering activity, working on specific sales or investment led initiatives, rather than co-creating an overarching business development strategy for the firm. A move to a more "solutions oriented" approach to business development means investment houses need to think much more strategically about their existing investment waterfront and how it meets client demand. This means a more structured, professional, pro-active Marketing function. As a consequence, we have seen a significant shift in the importance now placed by leaders in the industry on having a best in class marketing function. Our hiring activity in the UK and Continental Europe in this space has seen a real spike during this time.