Amundi

Maitland was appointed as Amundi’s retained advisor in 2015, ahead of the company stock market flotation later in the year – the largest on the Paris stock exchange for ten years.
Challenge

Raise the profile of a relatively unknown name in fund management, build support for a successful IPO and position the company for future growth.

Insights

Despite being Europe’s largest fund manager, with assets under management of close to €1 trillion, Amundi was still relatively unknown outside France and received a disproportionally low share of voice considering its size. To change this, the company would have to broaden its following among key opinion formers in the international media and become a “go-to” commentator on a wide range of issues.

Strategy

  • Develop strong relationships with the institutional investor media through one-to-one background briefings and roundtable events.
  • Identify suitable broadcast appearances for Amundi’s London based fund managers and strategists.
  • Draw the media’s attention to Amundi’s broad areas of expertise, including its ground-breaking low-carbon offering.

Outcome

Amundi’s media coverage and share of voice increased in the run up to the IPO in November – the largest in Europe in 2015. The targeted media coverage in the investment trade press has focussed heavily on Amundi’s key strengths, including solutions for pension funds, emerging market debt and low carbon investing.