We wanted to raise profile of the business – within the Metropolitan group and externally.

To do this we would have to maximize the positives & minimize the negative aspects of the business among the public. This required the mitigation of the effect of reputational issues that were dogging the industry.

We would profile key spokespeople and raise Metropolitan Asset Managers share of voice in the media with a view to raising Metropolitan group’s profile.

• Metropolitan Asset Managers became one of SA’s top-four most profiled asset managers
• Quadrupled Metropolitan Asset Manager’s publicity. Value – R15m
• Liston Meintjes (CIO) was SA’s most profiled chief investment officer in 2007. Quoted 70times within the last two months alone
• Redline facilitated a strategic alliance with CNBC which culminated in a dedicated current weekly slot.

To raise the profile of the Live the Future research – groundbreaking among HIV and AIDS community – with the view to getting major support for the initiative.

Results
We needed to deliver the research to a grassroots level using the media, using the message: “Put your future in your own hands.” We aimed to actively encourage third party endorsements for the project.