Building a European Media Profile for a Global Asset Manager

One of Montieth & Company’s clients, a global asset manager, has long been one of the investment world’s most respected voices, but that reputation was concentrated in specific money and media markets.

In the United States, particularly in its headquarters city, the firm carried genuine institutional weight. In the UK and Europe, it was known primarily through one of its founders.

The strategists and portfolio managers behind the firm’s consistently contrarian, outperforming investment strategies had limited visibility among European institutional investors, financial advisors, and wealth managers they most needed to reach.

Compounding the challenge, the firm’s technical, analysis-driven insights were a harder sell to trade publications than its higher-altitude market commentary — precisely the outlets, such as Citywire and Investments & Pensions Europe, whose readerships mattered most. 

Montieth & Company’s media relations approach centered on building the asset manager’s bench of spokespeople, not its news headline count. The team conducted a deep assessment of the firm’s strategists and portfolio managers across the US and Europe, mapping each individual’s perspective to the narratives most likely to cut through for trade editors and their readers.  

Rather than pitching broadly, Montieth & Company invested in direct, substantive relationships with editorial contacts at publications serving institutional investors, developing a clear picture of what those journalists were actively commissioning and which angles their readerships found genuinely differentiated.

This meant identifying which of the asset manager’s views were contrarian in an editorially meaningful way. Frequent, candid conversations with editors, not periodic spray-and-pray outreach, became the operating discipline. 

Montieth & Company began securing placements in target trade publications including Citywire and Investments & Pensions Europe, with coverage building in frequency as editorial relationships deepened. One strategist‘s analysis of AI-focused investing attracted traction, generating opportunities with publications whose readers are making active allocation decisions.

This program established a pattern of engagement with trade media that positions individual strategists as substantive sources, distinct from the firm’s broader market identity, and gives the firm a durable foundation for European profile-building it did not have before.

Montieth & Company has been the asset manager‘s financial communications and PR partner for a decade, and this program reflects the long-term relationship and editorial intelligence that sustained work makes possible.