News

Fidentiis Gestión SGIIC

POSITIONING THE BRAND AS AN ACTIVE, INDEPENDENT AND CONSISTENT HIGH QUALITY ASSET MANAGER

Service: Financial Communication

Sector: Asset management industry

Responsible Lucía Casanueva, Javier Ferrer, Fernando Pérez-Montero

Challenge

Manage brand communication to help increase distribution agreements for the fund manager's funds.

Fidentiis Gestión SGIIC hired PROA to achieve three objectives of its communication strategy:

Reinforcing brand awareness and brand positioning
Highlight the differential qualities of the product and management style in the industry and among distributors.
Boost AUM growth from €350m to €500m.

Solution

The strategy developed was supported by a financial communication service specialising in business models and investment philosophies of the asset management industry, with the following phases:

Immersion with the client: Knowledge of their differential management style and qualities.
Definition of the audience map
Definition of the action plan
- Sponsorships
- Participation in events
- Media presence through media relations

PROA developed an outsourced communication department tailored to the client's needs, supported by a high degree of specialisation.

Through a series of actions as part of a comprehensive 12-month communication plan.

Creation of a corporate boiler plate.
Creation of an efficient event and sponsorship map and management of client participation in PR actions.
Preparation of press releases on fund anniversaries, awards, and participation in events.
Drafting of opinion forums.
Management Fidentiis Management profiles on Finect and LinkedIn
Recording and editing videos with each of the fund managers to discuss their investment strategy.
Handling interviews and requests for information from journalists.
Quantitative and qualitative monitoring of brand presence in the media.

Results

The client achieved his goal of full dedication to commercial work and was able to new distribution agreements with private banksThe main focus is on the financial services sector, financial advisory firms and insurance companies, among others.

The PROA team demonstrated a deep knowledge of the financial industry in general, and of asset management and distribution models in particular, which is almost non-existent in their sector. In addition, they have an excellent relationship with both general and specialised media.
Desirée Gémar Investor Relations Manager Fidentiis Gestión SGIIC

The PROA team is very professional, responsive to our requests and proactive in proposals, which inspires total confidence and makes them an extension of the company in this area of our business.
Desirée Gémar Investor Relations Manager Fidentiis Gestión SGIIC

Bárbara Yuste, Digital Communication Director of Proa Comunicación, recognized among 100 Women with Communicative Talent

Bárbara Yuste, director of the Communications Department at Proa Comunicación, has been chosen as one of the 100 communication professionals with talent to communicate in the tenth anniversary of Wellcomm's Communication Perspectives, a reference publication in the sector, which throughout its ten years of existence has...

The future of pensions

The pension system needs urgent reform to remain viable The future viability of Spain's current pension system is an issue of growing concern to experts and to public and private entities that provide services to citizens to address the need for...

Valvanuz Serna Ruiz and Lucía Casanueva -- "We have a very senior team, with solid professional experience".

Valvanuz Serna and Lucía Casanueva, managing partners of PROA Comunicación, detail in an interview for Top Comunicación the values and attributes that differentiate this consultancy firm specialising in reputation management from its competitors. As both partners point out, PROA's sustained growth has been based on...

Ortega Smith: "Equality today is a mere declaration of principle".

"Equality today is a mere declaration of principles", proclaimed Javier Ortega Smith, Secretary General of VOX, at the first Observatory of the year of the tenth anniversary of Proa Comunicación under the slogan 'Defending Spain in the courts', held this Monday at the Club Financiero Génova. This forceful statement was made by...

Barbara Yuste-- "The data provides scientific evidence, not opinions, but facts".

The debate on the contributions of Big Data and AI has focused on business within organisations, but they are becoming increasingly important for companies' communication strategies. Our Digital Area Manager, Bárbara Yuste, analyses the benefits that the use of Big Data and...

Communication, undervalued but with great job opportunities

The communication department is still undervalued in companies. The dircom must acquire management training. Curricula should be more multidisciplinary. But it is a feminised sector with great job opportunities. Any of the above sentences could be the headline of an event organised on...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.