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How We’ve Delivered Outcomes That Matter

Case Studies

SERVICES PROVIDED:

Media Relations, Thought Leadership, Media Tours, Corporate Sponsorship Support

Situation:

This global asset manager had established a beachhead in the U.S. market as part of a long-term initiative to offer a range of investment strategies and products to institutional investors. It was no easy task to get the attention of consultants and investment committees of public pension funds, amongst other institutional investors in the highly competitive U.S. and Canadian markets.

Problem:

The asset manager was well known in its home market, for the full range of its strategies, the benefits it delivered investors, and as a corporate brand. It also had a prominent retail investor offering, which it lacked in North America. It needed a marketing communications strategy and plan that would focus on supporting the investment strategies that could have the most traction in the North American market and build familiarity with the organization’s deep bench of macroeconomic and thematic strategists, portfolio managers and other asset class specialists.

As the business grew, it also needed its PR program to grow with it as the number and variety of strategies expanded and its investors multiplied.

Solutions & Results:

Montieth & Company put in place a strategy that advanced the firm’s North American profile on two fronts: First, building the foundation for a thought leadership program that over time could be developed to elevate awareness of the asset manager’s unique insights from across the organization; this would then be linked to specific investment strategies relevant to the North American market. Montieth & Company’s proprietary “Strategic Architecture for Thought Leadership” which focuses on maximizing the impact and influence of the ideas helped shape and advance the program.

Second, in order to raise awareness of both the relevant investment strategies and brands we launched an Expert Source Positioning (ESP) campaign to position through the news media the investment manager’s strategists, portfolio managers and asset class specialists on a wide variety of trends, issues and news events. Lastly, we successfully created a communications strategy for a number of the firm’s new initiatives, such as targeting Taft-Hartley plans and insurance assets.

Our work started with one spokesperson and the proliferated to over 25 across asset classes. We added governance and stewardship and SRI to our ESP work and advised the client on a number of other marketing communications initiatives including a major divestiture.

The results were significant: a series of by-liners and op-eds placed in key media platforms such as Institutional Investor, Pensions & Investments, and FundFire as well as a steady stream of media results where the executives were quoted on a wide range of issues and topics in publications such as The Wall Street Journal, Reuters, Bloomberg, Forbes, MarketWatch, CNN Money and the Financial Times, amongst others.

SERVICES PROVIDED:

Media Relations, Thought Leadership, Media Tours, Conference Support

Situation:

This Latin American investment bank launched a business strategy to expand in both the U.S. and the U.K. markets. This occurred at the same time that institutional investors, following the credit crisis, were diversifying assets globally, especially in emerging markets. Central to the bank’s strategy was the objective to become the “go to” organization for not just Brazilian but also Latin American M&A, deal advisory, ECM and DCM needs. It was a little known bank outside of Brazil, however, and needed to significantly raise its profile in key media markets.

Problem:

Lack of basic awareness about the bank wasn’t its only challenge. It was also competing against both other, emerging Brazilian investment banks and the “bulge bracket” U.S., U.K., and European players at home and abroad.     

The bank needed a marketing communications strategy and plan that would highlight its capabilities within the world’s major financial centers and bring attention to the unique insights and expertise of its top executives.

Solutions & Results:

Montieth & Company worked in concert with partner communications agencies in New York, Boston and London to create a coordinated “transatlantic” media-driven Expert Source Positioning strategy to position the bank’s executives on a range of high profile subjects, trends and issues relating to the rapid expansion of the Brazilian economy and its capital markets. This was combined with a Thought Leadership program for the chief economist. In addition, we provided media relations support for the bank’s annual Latin American CEO conference in New York, NY.

An important part of the strategy was to raise the profile of a cadre of senior investment banking and capital markets executives, along with its more notable equity analysts.   

The results were significant: a series of by-liners and op-eds placed in key media platforms such as Institutional InvestorPensions & Investments, and FundFire as well as a steady stream of media results where the executives were quoted on a wide range of issues and topics in publications such as The Wall Street Journal, Reuters, Bloomberg, Forbes, MarketWatch, CNN Money and the Financial Times, amongst others.

SERVICES PROVIDED:

Media Relations, Media Tours, Thought Leadership

Situation:

This leading global private equity manager had a recognized presence in overseas markets, but wanted to expand its brand awareness in the U.S., including its infrastructure and real assets capabilities, as well as a launch a communications program for new product launches.

Problem:

The client wanted to build awareness for key initiatives to offer private equity to Defined Contribution/401(k) plans as well as the high-net-worth investor market. A more complex fundraising environment, combined with the need to educate media targets about the value of private equity, proved to be a challenge. Additionally, there was skepticism surrounding such variables as putting money to work quickly, liquidity and daily valuations.

Solutions & Results:

Montieth & Company created a comprehensive communications strategy that increased visibility into and awareness of the firm’s core strategies, such as primary investments, venture capital and co-investments, amongst others.

We also conveyed how they would address the challenges of bringing “PE to DC.” This included their successful history of secondary investments, which became a means for putting money to work quickly to generate an earlier stream of distributions and returns.

We launched an Expert Source Positioning campaign to position executives through the news on a wide variety of private equity and alternatives trends and industry-related news events.

Montieth & Company was also able to successfully showcase the firm’s infrastructure capabilities, as well as natural resources investing expertise in publications such as Real Assets Adviser and Institutional Investing in Infrastructure.

A Thought Leadership program was launched that showcased the firm as a pioneer in new initiatives and products, as well as a longstanding limited partner investor with a track record of success over 30 years, despite other similar funds having consolidated.

The results were impactful: a sequence of by-liners and expert source quotes placed in key media platforms, including industry trades, such as Private Equity International, Financial Advisor Magazine, Secondaries Investor, Buyouts Magazine, FundFire Alts, Institutional Investor, Pensions & Investments, and more.

SERVICES PROVIDED:

Media and Influencer Relations, Digital Media, Media Tours, Conference Support

Situation:

This consumer brand was globally well-known for its innovative technology advancements in the digital space. Our client, a global manufacturing and marketing organization, licensed that technology and wanted to enhance it with its own innovations to create a robust lineup of consumer digital products. Given the prominence of the brand there was great potential in this strategy but it would require the support of a marketing communications program that would both leverage on the legacy brand identity and evolve it as being associated with new technological innovations.   

Problem:

The task was both a repositioning of an existing brand and building awareness among new target audiences into fresh, competitive territory. Along with the challenge of rebranding, there was the issue of identifying and engaging with entirely new target customers. There was skepticism among the media and consumers that it could compete against established and dominant brands which held the majority of market share in the digital technology industry. Now they needed a new narrative to evangelize a new demographic.

Solutions & Results:

Montieth & Company created a strategy and tactical plan that encompassed media relations and content development and communication. By utilizing legacy and social media, influencers, product launches, media tours, conferences and events, we were able to position the product as driving new and exciting user experiences. We showcased the products as first-to-market pioneering exciting new products in the virtual reality and digital space.

It was important to understand who would be using the products and what their expectations were. To gain this understanding, we identified a sample group of individuals from various backgrounds to become involved in our evangelist program. Implementing an evangelist program led to the support from a talented group of bloggers, content creators and social media influencers who shared their stories and experiences using the product with people worldwide. This enabled us to identify a new customer profile that was unique to our client. In order to raise awareness even further, we also launched a social media advertising program to promote the brand and its products among target users, including both the B2C and B2B audience.

The products and executives appeared in ABC News, CNBC, CNET, Engadget, Digital Trends, Fortune, Fox News, Gizmodo, Popular Science, and The Wall Street Journal, amongst other publications in addition to increasing the firm’s sales dramatically.

SERVICES PROVIDED:

Media Relations, Thought Leadership, Media Tours, Conference Support, Media Training

Situation:

We were tasked with helping build this U.S. asset manager’s brand in the UK and Europe and advance its global reputation for providing sophisticated institutional investors with superior asset management strategies.

This asset manager had made significant progress with its UK operation attracting institutional AUM from across Europe. As it grew, though, it entered new competitive space putting it up against some of the largest managers in the world. It needed to “punch above its weight” and maintain the pace of asset attraction.

Problem:

The firm’s investment philosophy was complex and technical. In order to keep attracting assets and compete more effectively, it needed to make its ideas more accessible. At the same time, it wanted to be selective in the media opportunities it participated in.  

Solutions & Results:

Montieth & Company helped bridge the gap between the firm’s high level thought leadership and the delivery of investment management solutions available in the UK and Europe for targeted national, financial, and pensions management media. We created a proactive media strategy to simply and clearly explain how the firm’s investment philosophy benefits institutional investors and executed through our Expert Source Positioning program. Selective, high impact, thought leadership was also achieved.  

SERVICES PROVIDED:

Media Relations, Thought Leadership

Situation:

This global investment manager needed to be positioned as uniquely capable of finding investment opportunity in the corporate fixed income high yield market in the post-Dodd-Frank regulatory era of constrained liquidity.

Problem:

Conveying that smaller players on the global institutional investing stage can be more nimble and thus opportunistic in generating alpha within those constraints.

Solutions & Results:

Montieth & Company determined how this manager was competitively differentiated in high yield and set up a roundtable discussion with Financial Times editors on the broad trends. We focused the discussion on our unique approach to investing in high yield and secured the commission to contribute a “Market Insight” column. We assisted with writing and editing the piece and working with the editor through to placement.

SERVICES PROVIDED:

Media Relations, Thought Leadership, Media Tours, Content Development

Situation: 

A rapidly expanding active investment management firm focused on sustainable and renewables real assets needed help communicating their unique, but complex, real estate and infrastructure investment strategies. The firm also wanted to build their brand in the UK, US, Canada, and the Caribbean.  

 Problem: 

This investment manager has made significant progress with its specialist, international capabilities attracting institutional AUM across the Americas and Europe, however, it started to face intense competition from the more significant players in the space. It needed to focus on competitively differentiating itself to continue expanding internationally. The client also faced some legacy reputational issues during the global financial crisis which needed to be managed.  

 Solutions & Results: 

We created nimble, cross-border media relations and thought leadership strategy that focused on highlighting the client’s unique capabilities. Our approach helped explain how the firm’s real asset investment strategies delivered benefits to institutional investors, which was executed through our Expert Source Positioning and Content programs. 

For more information on our Case Studies please contact hello@montiethco.com