Brief & Approach
EdenTree Investment Management pioneered the development and evolution of ethical and responsible investment in the UK over 30 years ago and it was looking to restate its position as a leader in the market, stand out against an increasingly noisy industry backdrop and reinvigorate its PR and marketing activity through more collaborative and ambitious ways of working.
Vested created a targeted, proactive approach to media engagement to better communicate EdenTree’s USP. Our approach helped drive focus, differentiate the brand in the market and leverage the insights coming from the executive team, fund managers and the Responsible Investment team. Additionally, we supported the development of a social media strategy and activation, ensuring the brands stories are best told across owned and earned channels.
Above: EdenTree’s CEO, Andy Clark, featured in Portfolio Advisor on March 7, 2022
The revitalised newsroom is underway and has led to increased visibility and share of voice on key themes in target media such as Reuters, Bloomberg and the Daily Telegraph. Relationships with key journalists are being built, leading to growth in inbound requests and repeat opportunities.
In addition to getting a refreshed and focused newsroom, Vested supported EdenTree with the launch of two new funds in 2022, under new CIO Charlie Thomas. Media coverage was secured in top tier trade titles such as Investment Week and Citywire, as well as securing a profile in Portfolio Adviser for CEO Andy Clark.
Daniel Barber, Chief Commercial Officer, Edentree comments “Bringing Vested into our business has been smooth and the team have added value at every stage. We are excited about how through our partnership with Vested we can continue to grow our reach and brand profile in line with our business strategy.”