Lansons

martin-currie

CASE STUDY

MARTIN CURRIE GLOBAL PORTFOLIO TRUST:

Building a strong profile

Image by .Martin
Building a strong profile

Challenge

To maintain a strong, consistent day to day programme to build positive profile for the company and manager.

Advice

From our experience we understand that fund managers are often time-poor and that time spent on marketing and PR is limited. This means our efforts therefore have to be focused, intelligent and have impact.

To build a strong profile and maintain steady momentum throughout the year, our strategy was to proactively target set fund

and manager profile pieces each month across the publications that really matter to intermediaries and direct investors,. This was supported by regular commentary on and response to market movements to ensure Martin Currie Global Portfolio Trust is seen as a ‘go-to’ commentator.

Ideas

We kept abreast of relevant news hooks, changes to the trust’s portfolio, investment trends and repurposed existing company collateral to create interesting and relevant topics to pitch to the media for interviews, features, comments and placed articles. Quick telephone updates with Tom Walker, the manager, were also beneficial.

Martin Currie is based in Edinburgh, so media contact focused on telephone briefings and coinciding meetings in London with already scheduled trips to utilise time effectively.

Quarterly fund manager films captured Tom’s views and investment strategy and created meaningful content for numerous marketing communications platforms.

Results

13 profile articles where Martin Currie Global Portfolio Trust is profiled and Tom Walker has the largest share of voice and leads the article.

Over 40 items of coverage including commentary on market issues and in broader feature pieces. Positive feedback from both the Board and Martin Currie.

Prominent profiles featured consistently over the year in a range of target titles including: Investment Trusts, Shares, Investment Adviser, Investment Week, MoneyWeek, Money Observer and Citywire

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