INVESTMENT AND WEALTH MANAGEMENT

Rebuilding and Raising Positive Perceptions Amidst Negativity

Background

Lowe Group began working with this firm in 2015 after it experienced persistent negative news coverage related to management turnover. The firm is known as an innovator in the convertible securities space and has a highly specialized team of investment managers focused on alternatives securities, US equities, emerging markets and fixed income. Frustrated by the undesirable publicity, the firm scaled back most PR and media outreach.

Scope of Work

Lowe Group was brought onboard to create a plan for overcoming the negative news. We began by creating and placing content for the investment team and generate positive news stories on its products and services. We crafted a whitepaper on emerging market indices that was later used to create shorter articles for placement and a client-facing presentation/flip book. The whitepaper itself was pitched to the media generating numerous interviews. We provided media training for selected portfolio managers and pitched TV and print interviews and profile stories for several on the investment team. Our work expanded to support the firm’s wealth management division to help them create content and pitch their strategists and estate planning experts for interviews.

Outcome

Within a year, the firm was able to “push down” the negative news coverage of executive departures and secure more regular positive news coverage of its investment professionals and products. We used our media connections to secure high-profile interviews in the Wall Street Journal, Barron’s, Bloomberg, industry trade publications and several broadcast outlets. We emphasized stories to demonstrate the firm’s reputation as an industry pioneer and sought interviews for multiple team members broaden awareness of the firm’s investment talent beyond one or two key figures. In the last few years, the firm has grown its alternative assets dramatically, recently ranking #1 in terms of asset flows by Morningstar. Lowe Group also helped the firm announce two investment team acquisitions, securing coverage for the acquired managers and their products.