How we raised the brand awareness for Maitland Private Client Service to then be attractive for acquisition.

As Maitland are experts in their field, it can take a fresh perspective to translate a unique service offering to be appealing for media and also communicated clearly to stakeholders. We were able to not only secure top-tier coverage for the client but were able to build out collateral for their relationship managers.

Client

Service(s)

Campaigns & ContentPR & Comms

Sector(s)

Financial Services

Our Approach

We needed to raise the brand awareness for Maitland Private Client Services and knowledge of its unique multi-family office offering in order to create effective conditions for new business engagements with international HNW families. 

We took a multi-channel approach to execute proactive and emotive thought leadership. One campaign explored the theme of multi-generational wealth transfer by hooking onto popular culture such as the Emmy award winning TV series Succession. As well as content for media and digital channels, we created collateral for relationship managers to use in direct conversations with families and family offices. 

Results we’re proud of

39

Pieces of coverage in total

£1bn

In assets under management resulting in an acquisition by a major international family office

77m

Unique monthly readers reached through combined NYT and Reuters coverage

All in the details

Top-Tier Coverage

Three interviews secured with Bloomberg and commentary placed in key family office publications including Campden FB.

Trade Coverage

Thought leadership pieces written and placed with core trades Private Banker International and WealthBriefing .

Increase in Brand Awareness leading to acquisition success

Continued to raise awareness of Maitland Private Client Services as a key player in the market, leading to an eventual sale to Stonehage Flemming in 2022.

“The Aspectus team’s understanding of our UHNW proposition and the challenges faced by these families and individuals, combined with their creative storytelling abilities, has undoubtedly led to the growth of our profile among target audiences on the international stage. Our relationship has gone from strength to strength since we started working together and is one, we value highly.”

Chantal Cantin
Group Head of Marketing and Communications, Maitland

All Work

ACA Group

Building a media campaign to raise awareness of ACA’s expertise – and a critical governance issue.
Marks & Clerk

Newsjacking to showcase IP expertise to new audiences in key growth sectors.
Baringa

Still in its early years of rapid growth, Baringa had shown its clients that it had a unique, value-generating way of doing business. Our job was to communicate that success – and the underlying expertise – to a much wider group of industry decision-makers.
Ayming Group

Creating a flagship piece of original, insightful content year after year to boost Ayming’s profile.
UHY

Building an effective presence in target media to enhance the company’s profile and its reputation
Gulf Bridge International (GBI)

Devising and delivering the launch of major new retail investment challenger brand