ASSET MANAGEMENT

Building an Enduring Asset Management Business

Background

Lowe Group began working with the fixed income asset management division of a large financial services firm in 2005. The asset management division managed less than $5 billion when we were first engaged to generate publicity for the investment team as it rebuilt its assets. Today, the firm manages more than $100 billion.

Scope of Work

Lowe Group was familiar with the investment team’s unique approach to structured fixed income investing and saw opportunity to build messaging around the client’s identity as an innovator in the industry. We developed a targeted strategy to communicate the team’s key messages to institutional and intermediary audiences. Our efforts have included developing relationships with key media covering bond and institutional asset management, and helping to coordinate the firm’s reengagement and communications with Morningstar, an important rating firm covering mutual funds. We also helped craft and share the firm’s annual outlook and pitched stories about the firm’s highly successful taxable and tax-exempt bond strategies. We even helped our client react and capitalize on important changes in the industry so that they could capture awareness as investors shifted preferences. To further reinforce the client’s reputation for quality work, we supported internal efforts to create and leverage thought leadership content via paid media placements in numerous industry publications. We also helped elevate the topic of the team’s diversity in a white male-dominated industry.

Outcome

The firm has received glowing coverage of their high-quality investment approach in numerous national news outlets—including significant profiles in Barron’s, Fortune and Financial Advisor Magazine—and numerous media mentions in key media outlets such as the Wall Street Journal, New York Times, USA Today, Kiplinger’s, Pensions & Investments, Bloomberg and others. In addition, the Lowe Group has helped the team announce and promote recognition by Morningstar as an Outstanding Portfolio Manager Nominee (two times) and a Portfolio Manager of the Year Nominee. Lowe Group also helped the firm’s Chief Investment Officer be recognized among the most powerful women in finance. The investment team is widely recognized as a leader in the core bond space.