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.
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
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