Picton Mahoney
Picton Mahoney Asset Management was founded in 2004 to provide unique investment solutions to institutional, retail and high-net-worth investors in Canada and around the world. They are 100% employee-owned and now manage approximately $7.5 billion in sub-advisory, pension plan and hedge fund assets on behalf of our clients. They believe there is a growing need for new solutions to help investors build stronger portfolios to deal with the turbulent forces buffeting capital markets around the world.
Industry
— Financial services
— Asset management
Branding to
— Articulate value
— Become known
— Conquer new markets
Services
— Website design & development
— Digital marketing & content
— Advertising & promotion
— Brand & value proposition strategy
The Situation
In 2018, securities regulations had changed, so asset managers could now market liquid alternatives, a hedge fund-type product, to advisors and their everyday investor clients. This presented a unique market opportunity for Picton Mahoney, because unlike most of their competition, the firm had a long history in hedge funds and an accumulated expertise.
However, the brand was not well known amongst the broader, less sophisticated wealth advisor audience. Additionally, the marketplace was about to be flooded with new product from mainstream financial institutions (banks) that had little experience with hedge investing.
Human catalyst
Advisors are struggling to meet return targets but lacked the knowledge to capitalize on the new regulatory changes that could enhance their returns.
Our Solution
Rather than launching a new product, Yield Branding recommended launching a new branded investment approach called – ‘Fortified Investing’. This enabled us to package the entire offering of three new liquid alternative funds, their existing mutual funds, their advisor education program and their thought leadership around portfolio construction under one more compelling banner. This would separate them from all the new product launches hitting the street, while amplifying their expertise and tenure against the big banks.
Our brand communication strategy was to position the newcomers as inexperienced and therefore would expose advisors who were considering going liquid alternatives to unnecessary risk, effectively positioning them before they could position themselves.
Our creative platform demonstrated the sophisticated expertise required to invest, through the use of a “chemistry” metaphor and the line ‘The chemistry of alternatives’. Chemistry requires exact formulas for things to work properly and this was the essence of why Picton was the better choice.
The Yield
The campaign launched in January 2019 and has successfully generated $2 million in new AUM per week.