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CRUX Asset Management

Maintaining media momentum

After a launch comes the challenge of maintaining media interest.


To manage PR around Richard Pease’s move to CRUX Asset Management and the transfer of his Henderson European Special Situations Fund in June 2015 and the launch of a new fund – the CRUX European fund in September 2015.


Quill worked closely with the recently-launched CRUX Asset Management to devise corporate messaging and media strategy ahead of Richard Pease joining the firm and the transfer of his top-performing Henderson European Special Situations Fund.  An exclusive interview with a core trade set the backdrop for this news supported by a launch lunch for senior trade journalists at Spencer House, co-ordinated by Quill.

Over the subsequent summer months, profile-raising media relations continued, albeit lower key.  CRUX planned to launch a new fund – the CRUX European fund in September, and it was important not to detract attention from that through over-exposure in the quieter holiday period.

Quill advised offering the news of the launch to the Financial Times on an exclusive basis and on Monday, 7 September 2015, news of the fund’s launch was announced in the FT’s morning bulletin.  A series of one-to-one briefings followed with key trade press journalists including a video interview with Citywire Global and a profile with Portfolio Adviser.  This initial activity generated over twenty separate pieces of coverage including articles in the FT and Daily Telegraph.

Post-launch, it was important to maintain brand awareness and Quill secured profile interviews featuring Richard Pease across trade, consumer finance and national publications, including the influential FTfm ‘Face-to-face’ interview. 

While maintaining a programme of select media relations for Richard, responsibility for media communications has widened to include James Milne and Roland Grender to demonstrate the breadth of investment talent at CRUX.  Quill continues to promote CRUX’s investment expertise through a series of portfolio-related media bulletins, profile interviews and face-to-face meetings with national, trade and consumer finance press.