Clients | Case Studies

Judge us by the company we keep.

CC&L Financial Group - Putting the Boutique in Bay Street

How do you publicize a top Bay Street asset management firm without talking about stock performance, predicting the market’s ups and downs, and declaring a winning investment philosophy for Canadian investors?  Easy — talk about how the firm’s innovative business model is unique to Canada, setting it apart from other better known competitors.

Connor, Clark & Lunn Financial Group is Canada’s second largest independent asset manager with more than $30-billion of assets under management.  Since adopting its multi-boutique business structure, the firm nearly tripled its managed assets and continues to attract the industry’s best and brightest.  The firm has enjoyed great success, had little external name recognition.  Selling this complicated story in a cynical, recession-obsessed media environment was hard enough, but our challenge was compounded by the lack of understanding of how the multi-boutique model sets an asset management firm apart.

MAVERICK knew we couldn’t simply outreach to media with an educational pitch unless we could help journalists connect the dots between how a business model could benefit retail and institutional investors.

We distilled CC&L’s complex messages into compelling story angles specifically tailored to targeted reporters.  For industry insiders, we offered the scoop on announcements.  Lifestyle reporters received a layered glimpse of the firm’s high net worth practice as a fun story.  MAVERICK pitched careers reporters on the multi-boutique model’s outstanding talent attraction and retention properties.  And for the finance reporters, we scheduled “meet and greet” interviews with the likes of Globe and Mail, Maclean’s and BNN without pushing for a story, but to build relationships between our client and influential reporters.

In the spirit of CC&L’s multi-faceted approach to business, MAVERICK was not content offering a one-trick pony program.  Besides media relations, we added an aggressive speaking opportunity component to our plan so the firm could speak directly to its desired audiences, adding personality to the story.

In the end, mission accomplished. Multi-boutique asset management in Canada is now synonymous with Connor, Clark & Lunn Financial Group.

Testimonials

If you are looking to partner with a PR firm fully committed to driving your business and communications objectives look no further. Call us or make an appointment to visit our offices and meet our people. We're sure once inside the MAVERICK.

Latest News