Reviving a Storied Asset Manager Brand
Janus Henderson Investors is a prominent global investment firm with nearly $200 billion in assets under management. After several years of operating under the radar, the firm turned to CSG to reestablish its reputation as a top-tier asset manager with a broad range of investment solutions.
There is exceptional subject matter expertise within Janus Henderson Investors ranging from fixed income and equity to alternative and multi-asset class strategies. CSG conducted a company-wide content and spokesperson audit that informed a comprehensive communications strategy to maximize the firm’s deep reserves of intellectual capital.
Investing and Politics PowerPlay
Financial advisors and their clients were paralyzed by uncertainty leading up to the Presidential election, which resulted in significant levels of investable assets being kept on the sidelines despite an advancing equity market. The CSG team an award-winning, multi-platform content campaign centered on Janus Henderson Investors’ ‘Proceed with Caution’ message to address investor concerns and ultimately shift investment behavior.
Janus Henderson Investors positioned itself as a national thought leader on the impact of politics on investments through a multi-platform content package including a video speakers bureau, a live and web-streamed roundtable event moderated by The Wall Street Journal, an infographic and a white paper.
Bill Gross Joins Janus Capital Group
The CSG team oversaw all elements of Bill Gross’ arrival to Janus Capital Group from controlling the news cycle from the outset and minimizing any negative coverage to securing cover profiles in publications such as InvestmentNews. In addition, the team has also handled the communications efforts for several other high profile company announcements and acquisitions.
Building Top Of Mind Brand Awareness
CSG orchestrated a unique CNBC Day at Janus Henderson Investors event where “Street Signs” and Brian Sullivan broadcasted live from Denver to interview several key employees, including CEO Dick Weil and multiple investment team members. The event, combined with the arrival of Bill Gross, relaunched Janus into the national spotlight.
CSG’s deep relationships with top-tier national business and trade media were activated on behalf of Janus Henderson Investors’ many subject matter experts, which support monthly media tours and consistent, ongoing favorable story placements.
“CSG is truly part of our team, which has allowed us to align our communications efforts to the broader strategic priorities of the firm. This tight partnership has made a tangible difference for Janus.” — Robin Beery, Executive Vice President, U.S. Distribution, Janus Henderson Investors