From Message to Funding: Marketing and Comms as a Competitive Edge

In a market where products increasingly resemble one another and attention is scarce, investment managers cannot rely on performance alone to be discovered, shortlisted, or remembered. This session explores how PR, communications, social media, and marketing function as a practical growth engine: clarifying what a firm stands for, translating complex investment thinking into accessible value, and establishing credibility with retail, wealth, and institutional audiences.

The discussion will unpack how managers can articulate culture and “team quality” in ways that resonate with allocators and gatekeepers, moving beyond generic claims to evidence-led narratives that explain how decisions are made, risks are managed, and continuity is maintained. Panellists will examine how to identify and express genuine USPs, from investment philosophy and process discipline to governance, client alignment, and organisational behaviour.

The session will address channel strategy without becoming channel-obsessed, focusing on how to build coherent messaging across websites, thought leadership, earned media, and social amplification. Particular attention will be given to avoiding content overload by prioritising fewer, stronger pieces that are easier for time-poor investors to absorb and recall.

Finally, the event will examine how messaging and materials must adapt to different decision contexts, including high-stakes selection moments where managers often have only one opportunity to make their case, whether in consultant-led selection processes, platform due diligence, or institutional beauty parades. Attendees will leave with a clearer understanding of how effective communication.

Speakers:

• Andrew Gates, Head of External Communications at L&G
• Julian Samways, CEO and Founder of JPES Partners
• Jayne Fieldhouse, Head of Global Institutional Marketing at RBC GAM
• Giovanni Sanfelice di Monteforte, Co-Founder and CEO of Tancredi Group
• Moderator: Fabio Galloni Roversi Monaco, GIM Events Committee, PR & Marketing Manager at Brackendale Consulting

Registration will be from 5.30pm. The event will begin at 6pm. Please note that photographs will be taken during the event for Guild media channels.

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Host or Publisher Guild of Investment Managers