Creating sustained visibility in the institutional asset management press

Private markets journalists increasingly rely on credible industry data to understand sentiment across alternative asset classes. The client sought to establish a recurring source of market insight that could position the firm as a reference point for journalists covering trends across private capital.

Results in brief

• 60+ pieces of international Tier 1 medial coverage

• Estimated Advertising Value Equivalent achieved: $750,000

• Sustained impact over multiple years

The challenge

The client wanted to secure regular coverage in leading international alternatives and industry media. Public relations efforts to date had generated limited traction with senior financial journalists and it was difficult for them to maintain sustained visibility in their Tier 1 titles covering private and real estate markets.

The outcome

Material Impact developed and a programme combining original research, public relations, marketing and sales, producing recurring data-led insights on sentiment and allocation trends across alternative asset managers.

The programme generated more than 60 pieces of international coverage across specialist and Tier 1 financial media and this has become a multi-year, ongoing programme. Journalists now regularly reference the client when covering private markets trends, giving them an ongoing presence in industry news cycles.

The research series generated coverage across leading finance publications, including:

• Wall Street Journal

• S&P Global

• PitchBook

• Private Equity International

• Funds Europe

• Private Funds CFO

• Property Week

• Investment & Pensions Europe

  
  

In total, the programme delivered 60+ pieces of media coverage across international financial and trade titles, establishing the client as a regular data source for journalists covering private markets.

Estimated media value

Based on typical advertising rates for the publications involved, the estimated Advertising Value Equivalent (AVE) is $750,000, which provides a reasonable benchmark for the value of coverage delivered over the lifetime of this programme.