CorpComms Magazine

The in-house team at Jupiter Fund Management faced a challenge in June 2010. Following its successful flotation, they had to transform their approach from a predominantly retail investment-focused PR team to operating as a fully fledged corporate communications department with a target audience ranging from personal finance journalists to investors (both existing and potential), analysts, high net worth individuals to intermediaries.

The strategy adopted by the three man team, headed up by former journalist Alicia Wyllie, was to openly and consistently engage with Jupiter's target audience and educate them on its two key objectives: to deliver value for shareholders and outperformance for clients.

This was achieved through specific initiatives around the corporate calendar, corporate interviews with City journalists, background briefings, fund manager profiles, interviews with personal finance journalists and targeted events. For example, a special breakfast event was held to commemorate the third anniversary of the Jupiter Strategic Bond Fund.

The flotation of Jupiter Fund Management has also coincided with an expansion into the institutional and international investor arena, which has led the team to work with Jupiter sales representatives across the globe.

While Jupiter has appointed external agencies within the UK, France and Germany, the strategic direction is decided internally. Unusually for the fund management industry, the team has also built up a strong investment writing team which ensures that consistent messages are delivered across internal and external audiences.

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Shortlisted entries

Bullet proof custard - BAE Systems - Agency: Euro RSCG PR UK

The Commission on Unclaimed Assets - Big Society Capital - Agency: HB Communications

Going global - Economist Intelligence Unit (EIU) - Agency: Grayling

The Katie Small story - Mercury West Associates - Agency: Eulogy!

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