Picton Mahoney Asset Management

Building Awareness with Advisors Through Targeted Communications

Intro: 

Picton Mahoney Asset Management (PMAM) is a boutique asset management firm with nearly $10 billion in assets under management. Founded in 2004, the firm offers a full suite of unique investment solutions calibrated to meet the individual risk and return needs of institutional, retail and high-net-worth investors across the country. A pioneer in hedging strategies, the firm takes a disciplined and momentum-based approach with their investment process to help investors build stronger portfolios.

The brief: 

As most of their products can only be sold through financial advisors, PMAM engaged K&P for its financial communications expertise to execute a high-impact, targeted campaign directed at Canada’s advisor-facing community. The firm further sought to elevate the reputations of their spokespeople, enhance perceptions of the value alternatives bring to investor portfolios and increase yearly media coverage.

To drive strong brand association, generate profile and fortify its position as a trusted source for advisor-focused market commentary, K&P developed a comprehensive national, bilingual and proactive media relations strategy tailored to maximize impact with PMAM’s primary audience: financial advisors.

Insights from each campaign are published in comprehensive press releases distributed to media across the country, with the goal of generating discussion and media interest around the company’s work in the space and expertise in workplace trends and mental health.

The outcome: 

Overall, the 2020 campaign garnered 473 stories secured in national and regional targets across online, print and broadcast verticals, surpassing its original goal by 84% and increasing YOY media coverage by 1,727%.

K&P further secured 47 stories in advisor-focused publications, averaging 3.9 stories per month and exceeding its original goal by 30%.

The success of the campaign was recognized by The Canadian Public Relations Society (CRPS) at its Achieving Communications Excellence (ACE) Awards ceremony in the following categories:

Investor / Financial Relations Campaign of the Year
• Gold – Building Awareness with Advisors
Media Relations, Best Use of (Under $50,000)
• Silver – Brand Awareness Campaign
Best Campaign of the Year
• Finalist – Building Awareness with Advisors