Brand Positioning and Awareness Case Studies
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Financial Services Marketing Communications and Media Relations

AFA logo framed

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.

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VW Barbie Beatle

Situation

In 2006, Mattel and GC&A had the idea to create a customized, real-size car for grown-up Barbie fans, and their daughters. It had to be an aspirational, chic vehicle, inspired by the World’s most famous doll.

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The North Face – Dean Karnazes Italian Book Tour

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Situation:

The North Face is the world’s leader supplier of technically innovative outdoor apparel and equipment. The North Face has a team of more than 60 professional global athletes from around the world which includes snowboarders, skiers, rock climbers, mountaineers and endurance runners. Among the latter, Dean Karnazes stands out as the Ultramarathon runner par excellence, having completed several endurance events, most notably the Endurance 50: 50 marathons in the 50 American states on 50 consecutive days.

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A Tragedy in Full

Situation

A long-time legal friend recommended The Ledlie Group to one of his Fortune 500 clients hours after one of the client’s subsidiary companies suffered a disastrous mine explosion that killed 13 miners. The company’s communications director was overwhelmed by the gravity of the incident and the number of media requests, which were multiplying at record speed.

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NIRAS, nuclear waste agency

Situation

NIRAS is the Belgian Agency for Radioactive Waste and Enriched Fissile materials. This federal agency by law is responsible for the management of nuclear waste. Its mission is to draw up the inventory, to handle, treat and stock radioactive waste and to propose solutions for its long term depository and management.

In 2006 the Belgian government decided to dispose of the low and medium active short-lived waste in a surface disposal installation; NIRAS now needs a decision in principle for the high active long-lived nuclear waste so as to steer its further research and development in the right direction. The decision is relatively urgent as the agency will need another three to four decennia on R&D to work out any type of solution.

Such a decision is highly subject to pressure and influences from political, industrial en environmental groups.

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New England Law|Boston

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Situation

Century-old and prestigious law school, New England Law|Boston, selected The Castle Group to create and execute a year-long public relations and marketing campaign to raise the school’s visibility, differentiate the school from peer institutions in the region and promote its centennial year. The year-long program culminated with a signature convocation and celebration. This project was a fully integrated public relations and events management program.

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Virgin America: Supporting and Building a New Airline

Virgin America Logo

Intro

Xenophon Strategies, PRGN member in Washington DC, was the public relations agency of record for Virgin America during the new-entrant airline efforts to seek certification by the U.S. Department of Transportation

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Landis Communications Inc./Old Navy Case History

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Situation

LCI’s challenge was to position and promote Old Navy’s affordability, value and style while not cannibalizing its sister divisions, Gap and Banana Republic.

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Rockwool Passive House

Situation

The Rockwool Group is the world’s leading producer of stone wool – a material that improves the quality of life for millions of people and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain. Moreover, Rockwool insulation gives us pleasant indoor environments by keeping out the freezing cold, while in hot climates, stone wool helps to keep indoor temperatures comfortably cool.

Main goals of the company were:

  • to communicate to Italian journalists its leadership position and arising, all the while, its brand awareness
  • to boost new model-building paradigms application

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Landis Communications Inc. (LCI)/LS9 Case Study

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LS9 is a renewable petroleum company that applies synthetic biology to produce proprietary biofuels that are compatible with existing fuel distribution infrastructure, as well as high-value industrial chemicals.

Situation

In 2008, when LS9 entered the renewable biofuels space, it faced an uphill battle against competitors that not only owned the majority of media mindshare, but also had raised millions of dollars in funding that LS9 had not acquired. As LS9 prepared to move the company to the next phase of growth – commercial scalability and the next round of funding – LS9 contacted San Francisco PRGN partner Landis Communications, Inc. (LCI) to develop and implement a communications strategy that would advance its current business by attracting new funders.

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