Lansons

allianz

CASE STUDY

ALLIANZ GI:

Positioning the infrastructure debt team

Positioning the infrastructure debt team

Challenge

To introduce this new focus area for Allianz GI to the UK media and build the profile of Deborah Zurkow and the expanding infrastructure debt team

Advice

More than €1.5 trillion of European infrastructure investment is needed before 2020.

Deliver this by shining a spotlight on this growing asset class, driving an increase in awareness and understanding about the benefits of both infrastructure debt investment and AllianzGI funds.

Ensure AllianzGI was introduced to the market as a key commentator in this area allowing us to build the profile of Deborah Zurkow and the expanding infrastructure debt team.

Ideas

Lansons focused on a media outreach programme engaging with key influencers such as Anthony Hilton, Evening Standard while reaching journalists across national, institutional and trade media in order to maximise the audience reach.

The intention to launch an infrastructure debt fund was placed as an exclusive with David Oakley at the Financial Times.

Key milestones such as completed deals were used to showcase the growth of the team and highlight AllianzGI’s role in this burgeoning asset class.

Results

Not only did the team deliver consistent commentary to the right audiences via the media, but nothing was missed as AllianzGI infrastructure debt was included in all articles relating to infrastructure investment.

Success of building Deborah’s profile has been born out by her nomination for FN 100 Influential Women Award.

AllianzGI now proactively contacted when people want a commentator on debt and infrastructure investment.

Deborah Zurkow, head of infrastructure debt at Allianz Global Investor, is quoted in the Financial Times commenting on the Chancellor’s Autumn Statement:

“Attitudes to infrastructure debt investment are changing as institutions want assets that can better match their assets and liabilities and further diversify their fixed-income investments.”

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