Maitland breaks into UK fund admin market with acquisition.

The brief

Maitland Group was acquiring Phoenix Fund Services as part of a major push into the UK fund administration market. They wanted widespread coverage of the deal, and for the funds industry to be in no doubt as to Maitland’s growth ambitions.

39
pieces of coverage in total
77
million unique monthly readers reached through combined NYT and Reuters coverage

The approach

Aspectus developed a comprehensive media strategy. This involved determining the story elements and approach strategies that would appeal to different media, drafting separate content (press releases, Q&As) for those audiences, and deciding timings. Aspectus then pre-pitched the story under embargo to key, trusted media before a general distribution and follow up on the day of the announcement.

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The result

Aspectus succeeded in spreading the news far and wide, particularly within the quality UK-facing funds industry media (including HFM Week, Citywire Wealth Management, Funds Europe, Unquote, and Pensions + Investments) but also major mainstream titles (Reuters, The New York Times). Much of the coverage led with very favourable soundbites such as '£135bn giant enters UK fund admin market'.

We are delighted with the fantastic job Aspectus did regarding the Phoenix transaction – they achieved precisely what we wanted in terms of the tone and breadth of media coverage.

Chantal Cantin, Senior Marketing Manager
Maitland

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