Amplifying media presence for a top-ten global investment manager

Client
Amundi
Sector
Financials - Asset Management
Deliverables
Training

Expanding a team of skilled media spokespeople empowers Europe’s largest asset manager to be the leading voice on key trends shaping the investment landscape.

Context

Amundi is a top-ten global investment manager with over €2 trillion assets under management, offering a range of strategies across six investment hubs.

The Paris-based firm sought to broaden its roster of media spokespeople in line with a refreshed, more proactive, media engagement strategy, aimed at enhancing its media visibility.

Approach

Bladonmore developed a bespoke media training programme for a team of fund managers to enhance their ability to communicate complex credit and fixed income strategies more successfully to a media audience.

The training used interview simulations to challenge participants to navigate journalist questions safely whilst simultaneously promoting Amundi’s insights and thought leadership through clear and compelling messages.

Coaching was tailored to build confidence in delivery, whilst testing narratives and polishing performance.

“One of the most useful aspects of this kind of training can be bringing to life the journalist’s agenda for participants.

The Amundi team were already sharp communicators – but when the penny dropped that journalists have very different needs to their other external audiences – they experimented with how they were packaging their core narrative – and enjoyed more predictable outcomes from their interviews as a result.”

Georgie Russell
Associate Director, Bladonmore

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