Steering the work of one creative firm serving asset managers is a nautical theme: Don't give up the ship. The saying, explain executives of Blu Giant, is about keeping a goal, but allowing that there are many routes to achieve it.

Crafting messaging goals for fund providers in an era of strict regulation can be stressful. But the Omaha, Neb.-based firm says there are ways to develop strategies, even for social media, that can keep a provider from drowning in too much information or sinking under regulatory fines.

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