Situation
max.xs, a Frankfurt-based financial services firm, had a great pitch for U.S. asset managers proposing to act as their dedicated sales and marketing agent in German-speaking Europe. max.xs provides experienced and well-deployed sales and marketing functions and is remunerated on a performance basis and, therefore, asset managers are able to cut back on in-house sales organizations, which dramatically cut operating costs. With so many asset management firms headquartered in the U.S., max.xs needed a U.S.-based representative to arrange meetings with senior sales and distribution executives at asset management firms with $5 billion to $100 billion under management.
To get the job done for a planned one-week trip to New York and Boston, max.xs hired Adam Friedman Associates (AFA), a corporate and investor communications firm with an established and successful track record of putting its clients in front of senior money managers at asset management firms located across the U.S. AFA also had the skills and a reputation for generating positive media coverage that established a client’s credibility in the investment community at large.
