alternative assets - aep · pdf filereputational and financial risks, companies working in the...

alternative assets+portfolio review

Common challenges

+

Aep 4 Northington Street London WC1N 2JG T: +44 (0)20 7580 1806 www.aepadvertising.com © AEP 2013

effective marketing

Just like every investment you make or work on represents strategic, operational,

reputational and financial risks, companies working in the alternative assets

‘space’ face unique communication and brand challenges which can effect their

ability to get planned investments ‘over the line’ or raise appropriate funds

(including sources of funds) to pursue their chosen investment strategies.

As a strategic marketing communications agency with over 25 General Partner,

Limited Partner and Advisor relationships, we are one of the most experienced

agencies in the alternative asset market. This makes us well placed to be able to

help advise, manage and execute brand and communication strategies designed

to overcome every challenge faced across the investment and fund cycles.

This alternative asset portfolio review will introduce you to some of the challenges

and remedies developed in order to help asset managers succeed in their objectives.

Spin-out of investment fund manager

Re-brand or new name

Launch investment product with change to investment thesis

Broaden investor base

Move to annual vintage fund product

Move back to traditional investment fund from transaction-based funding

Measurement and assessment of existing investor appetite to re-invest in a new product

Market to existing investors or new investors first?

Not attracting the transaction flow desire

Management of FT/share listings

Fundraising documentation, tactics and preparation

advent international+

AEP has worked with Advent International across two global buyout fund cycles and three regional fundraisings with ultimateresponsibility planning, justifyingand buying media globally to co-ordinate major announcementsto multiple stakeholders.

Deliverables

Support for fundraisingacross 4 funds (Latin America, Global Buyouts,Central and Eastern Europe,Japan)

Fund close announcements

Positioning, identification ofmessages

Marketing to investors,management teams and financial intermediariesworldwide

Media planning and buying


altamar+

Spain's primary performerin international private equityinvestment.

Altamar Private Equity means thoroughbred Fund of Fund

performance for Spain's leading investors. As the foremost and

longest established Spanish Fund of Funds, we offer unrivalled

access to top performing buyout investment managers in

Europe and the US. And a smooth ride through the complex but

potentially profitable international private equity markets. We

currently have over €1 billion under management. If you need

a strong investment partner that leads from the front, talk to us.

www.altamarprivateequity.com

Altamar is Iberia’s largest Fund-of-Fund manager with over€1.5 billion under management.They wanted advice on where to advertise and when to attract US and South American investors.

Deliverables

Strategic media audit


Corporate and tombstoneadvertising

Roadshow planning

Spain's leading lightin international private equityinvestment.

Altamar Private Equity means outstanding Fund of Fund

performance for Spain's leading investors. As the foremost and

longest established Spanish Fund of Funds, we offer unrivalled

access to top performing buyout investment managers in

Europe and the US. And a smooth passage through the complex

but potentially profitable international private equity markets.

We currently have over €1 billion under management. If you need

a strong investment partner that leads from the front, talk to us.

www.altamarprivateequity.com

Roadmap and route to market for

advertising to pension fu

nd managers,

institutional investors an

d US private

wealth asset managers, gat

ekeepers

and HNWs

Strictly private and confid

ential

Prepared exclusively for

Altamar Private Equity


auda+

Auda Global Partners representedthe coming together of two investment managers to provide oneglobal investment product aimed atfamily offices and high networths.AEP provided the creative materials and documentation to support thefundraising and went on to launch a second fund for Auda.

Deliverables

Positioning for global investment product

Brochure and support documentation

Fundraising support for two funds


august equity+

August Equity is the new name for what was Kleinwort Capital (a UK mid-market alternative investment firm).

Aep assisted with the re-brand including tease and transition communication aimed at intermediaries and advisors andstrategic IR communication.

Deliverables

Positioning and key messages

Brand implementation

Name change advertising

Direct mail

Brand advertising


We only do deals in four sectors.And you won’t catch us doing anything else.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in rep-rehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa quiofficia desnt mollit anim id est laborum. Lorem ipsum dolor sit amet, quis nostrud exercitation ullamco laboris consectetur adiping lased.

Media: Andrew Hartley +44 (0) 20 7632 8221Healthcare: Philip Rattle +44 (0) 20 7632 8224Technology: Steven Clarke +44 (0) 20 7632 8232Specialist Manufacturing: Sam Watkinson +44 (0) 20 7632 8225

augustequity.com

Authorised and regulated by the Financial Services Authority and a Member of the BVCA and EVCA

We only do deals in four sectors.And we’re very much at home in all of them.

It might sound like putting all your eggs in not many baskets. But it's a philosophy that's feathered our nest very nicely (and those of our discerning

investment partners). Since June 2005 our growing team of high flying investment professionals has hatched 3 new investments, 4 acquisitions

and 3 full exits. All UK mid-market deals worth £10-100 million. We're also incubating lots of new potential deals by hosting up to 60 business

events every year. Can you imagine anyone better to get your next MBO, MBI, Expansion Capital or Replacement Capital Deal off the ground?


augustequity.com


We only do deals in four sectors.And we picked them very carefully.

We know money doesn't grow on trees. That's why we've grown a business that invests in just 4 different sectors. And we've nurtured it very successfully. Since June 2005, our expanding team of investment professionals has pulled off 3 new investments, 4 further acquisitionsand 3 full exits. Our deal flow for the first half of 2006 is also up 30% year on year. All from not branching out beyond £10-100 millionUK mid-market deals in 4 sectors. If you'd like your next MBO, MBI, Expansion Capital or Replacement Capital deal to bear fruit, talk to us.


augustequity.com


canter equity+

AEP worked with Fidelity Equity's US and European buyout teams prior to assisting the European team spin out.

AEP acts as brand guardians and assists with structuring, writing andproducing support material to facilitate investment activity andfundraising.

Deliverables

Name, logo, identity forspin-out

Positioning

Websitewww.canterep.com

Deal origination and LPpresentation

eShots to financial intermediaries

LP marketing and support

PR


doughty hanson+

AEP assisted this investment manager with IR marketing centredaround annual investor meetings.The advertisements created and positioned in the FT were designedto underline the client’s success atselecting and managing assets andreturning significant sums of capitalback to institutional investorsaround the world.

Deliverables

LP marketing


Support for LP events


hermes gpe +

Hermes GPE wanted a corporatebrochure aimed at multiple stakeholders following the creationof a new business with £4.2bn undermanagement. AEP conducted afundraising-style due diligence exercise to assimilate key informationand agree positioning and USPs. We then created a house style andimagery capable of transition acrossa brochure, website, investor marketing and reporting.

Deliverables

Research and fundraising-style due diligence pack

Positioning and identificationof key messages

Brand style and imagery

Corporate brochure

Websitewww.hermesgpe.com

Thought leadership and advertising

Leading the way in private equity investment and portfolio management

Hermes GPE is one of the largest independent investors and portfolio advisers in international

private equity and infrastructure. We develop bespoke portfolios in partnership with our clients,

diversified to meet their individual needs. Our team currently manage over £4.1 billion* for leading

institutional investors and pension funds worldwide, delivering returns that beat industry benchmarks.

More than just supporting responsible investment, Hermes GPE is championing it. We think

long-term, and by engaging in non-financial as well as financial considerations, we believe we can

improve investment performance.

For more information please contact Hermes GPE on +44 (0)20 7680 3880 or email

[email protected]

*As at 31 December 2010. Hermes GPE LLP is authorised and regulated by the Financial Services Authority and is a registered investment adviser

with the United States Securities Exchange Commission. Registered office: Lloyds Chambers, 1 Portsoken Street, London E1 8HZ, United Kingdom.


jpmorgan partners +

AEP created a brochure to positionthe European private equity teamand facilitate deal flow among management teams, the largestbanks and financial intermediariesin Europe.

The theme adopted was, 'Europeanbusiness, run by Europeans, basedin Europe, providing capital to takeyou anywhere in the world'.

Deliverables

Positioning for the globalbuyout team and Europeaninvestment arm

"Capital of the world" positioning statement

Marketing pack includingbrochure, portfolio reviewand folder


kleinwort capital+

Healthcare

professionalsRichard Clough and Kleinwort Capital

build a care homes business

Issue 10 Autumn 2005

Planning your way

to successful merger

integrationThe value of

building a care

homes business

Why content is

King of the

media jungle

I N M E RNews and views from Kleinwort Capital

AEP became responsible for external communications immediately after the spin out of theUK buyout business from DKW.

Building one of the best known UKprivate equity brands in under fouryears, we assisted in the subsequentname change communication whenKleinwort Capital was re-named August Equity.

Deliverables

Intermediary perception research


Corporate image and dealorigination advertising

Newsletters

Event marketing and direct mail

LP presentation and support


lazard+

Deliverables

Positioning and key messages

Creative – brand advertisingand tombstones

Media planning and buying(worldwide)

The premium private fund adviser.

As you'd expect from a top tier global fundraiser, we've used our global investor relationship network to successfully connectprivate equity houses and investors across Europe, North America and Asia. What might surprise you is the highly focussedand personable service that enables us to go the extra mile (or thousand) for our clients. So they enjoy the best of both worlds.

We go all round the world for funds.And even further for our clients.


We prefer to be more exclusive. We devote all our time and expertise to matching up investors with leading private equity houses. To maintainour position as the premium global fund raising advisor, we employ a team of highly experienced fund raising specialists in a network of 27offices throughout the financial world. We're also one of very few placement agents to have raised over $25 billion for clients over the lastthree years and our team has raised over $125 billion over the last 15 years. All because we deal with a select few and not just anybody.

We don’t deal with anybody.


1. We devote our time to matching discerning global investors with leading private equity houses. 2. Every member of our team is an industryheavyweight with over 10 years experience. 3. We've already completed 20 major fund raising assignments. 4. In 19 of them, the final closeexceeded target. 5. Our average fundraising completion period is only 8 months. 6. We have a network of 750 LPs worldwide looking toconnect with investment opportunities. 7. We're able to understand their needs and choose our assignments accordingly. 8. To maximiseour fundraising capabilities, we also limit the number of assignments we work on. 9. And we're not concerned about how complex theymay be. 10. Which explains why we've been chosen to raise over $125 billion in the last 10 years. For all the right reasons, of course.

We're a top tier fundraiserfor a very good reason.

Here's ten of them.

Lazard’s Private Fund AdvisoryGroup is run by senior private equitypeople and provides the service of a boutique company drawing on thecapabilities and reputation of Lazard.

Aep created brand and tactical(tombstone) ads aimed at fund managers and institutional investors.


We’re famous for being discreet.

Mezzanine Management.An Original.Mezzanine Management UK Ltd, One Southampton Street, London WC2R 0LR. www.mezzanine-management.com Regulated by the FSA

Not that we’ve anything to be embarrased about. We could shout about being Europe’s original independent mezzanine provider.

Or reveal that through our wide range of equity and subordinated debt products, that same original thinking offers an edge over conventional

finance providers. Or make no secret of our current €500 million+ fund which offers a range of capital solutions. From Development Capital,

Buy & Build and Recapitalisations to Leveraged Buy-Outs and Acquisition Finance. But we’ve succeeded by being discreet about our

investments and we’re staying that way. If you’d like to source new capital with a bit of privacy, call us. +44 (0) 20 7665 5000.

mezzanine management+

AEP supported Mezzanine Management across several dealand fund cycles with LP awareness,deal origination and event marketingand all other marketing collateral.

We also assisted with the re-brandto MML Capital Partners.

Deliverables


Deal origination marketing

LP marketing and awareness

European and US brochures

Website

Event marketing

Re-brand to MML


Until we came along, there was no independent mezzanine company in Europe. And by maintaining the original thinking

that made us an original, we’ve become what we are today. A leading pan-European mezzanine provider with unrivalled experience,

over €1 billion already invested and a fund in excess of €500 million for our current range of capital solutions. From Leveraged Buy-Outs,

Acquisition Finance and Recapitalisation to Development Capital and Buy & Build. For your next €50-500 million deal, who better to

begin with than the original? Tempted? Call +44 (0) 20 7665 5000.

We were there at the beginning.

Mezzanine Management UK Ltd, One Southampton Street, London WC2R 0LR. www.mezzanine-management.com Regulated by the FSA

Mezzanine Management.An Original.

Page 1

We’ve invested over one billion.

Mezzanine Management.An Original.Mezzanine Management UK Ltd, One Southampton Street, London WC2R 0LR. www.mezzanine-management.com Regulated by the FSA

And there’s plenty more where that came from. As you would expect from Europe’s original independent mezzanine company.

Not to mention the time and expertise we’ve invested in keeping our thinking original. Still a pan-European leader in our field, we

have a fund of over €500 million for our current range of capital solutions. From Leveraged Buy-Outs, Acquisition Finance and

Recapitalisations to Development Capital and Buy & Build. For your next €50-500 million deal, what better source for investment

than the original? Call +44 (0) 20 7665 5000.

30/9/02 4:53 pm Page 1


milestone capital+

Inheriting a logo following the MBO,AEP created a company positioningand corporate campaign which wasthen applied to all fundraising and investment support material.

AEP advised on how to present trackrecord and investment activity in the light of all relevant investment activity. Case studies underline thepositioning and success to date.

Deliverables

Market positioning post MBO

Entry/exit reporting

PPM for annual vintage fundprogramme

LP presentation

LP marketing strategy

‘We bought. We built.” campaign theme

Websitewww.milestone-capital.com


pantheon +

doesn’t fi t allOne

This advertisement is not for retail investors. It is directed only at, and contains information about products and services only available

Pantheon - individuality is our standard Pantheon seeks to provide institutional investors with individual private equity and infrastructure solutions delivering superiorrisk-adjusted returns.

A leading global investor, Pantheon manages over $23 billionassets on behalf of over 350 institutional investors.

Receive a selection of Pantheon’s insightful articles and opinionsby scanning the QR code or using the website address below.

www.pantheon.com/individual

Pantheon wanted to broaden awareness among pension fundsand other institutional investors inthe US, Asia and Continental Europe.In addition, enhance perceptions that far from being a Fund-of-Fundsmanager, Pantheon can developrisk-weighted investment thesis and programmes for investors.

Deliverables

Strategic media audit to secure board investmentbuy-in


Reporting and lead generation

Does your portfolio feel like it’s made for someone else?

This advertisement is not for retail investors. It is directed only at, and contains information about products and services only available

-

Pantheon - individuality is our standardPantheon seeks to provide institutional investors with individual private equity and infrastructure solutions delivering superior risk-adjusted returns.

A leading global investor, Pantheon manages over $23 billion assets on behalf of over 350 institutional investors.

Receive a selection of Pantheon’s insightful articles and opinions by scanning the QR code or using the website address below.

www.pantheon.com/individual


parallel +

A typical private equity house has achieved a 15%+* average annual net return for investorsover 10 years. Our recent annualised return rate is way above this. If you want to know more,call +44 (0) 20 7600 9105 or visit www.parallelprivateequity.com and draw your own parallels.

�Private equity returns.

� Parallel Private Equity returns.

Investment returns may vary substantially over time, and there can be no assurance that a particular rate of return will be achieved or that Investors will receive back all or any of the amount they invest. Past performance should not be seen as indicative of future returns. Authorised and regulated by the Financial Services Authority.

*Source: BVCA (Private Equity and Venture Capital Performance Measurement Survey 2004)

AEP created a completely new look,positioning and marketing packageand worked closely with Parallel and the appointed placement agentto accurately reflect the benefits of the investment model and whyLPs should find it an attractive proposition.

Deliverables

Brand re-fresh

Positioning and identification of key LP messages

LP presentation and benchmarking

Websitewww.key4.co.uk/parallelprivateequity

LP marketing

Most private equity companies charge investors an annual fee based on all funds committed. We onlycharge a percentage of the fund money actually invested. By paying less, our investors can improvetheir return by up to 2% per annum, because low fees can make a big difference. To know more,call +44 (0) 20 7600 9105 or visit www.parallelprivateequity.com and draw your own parallels.

�Private equity fees.

� Parallel Private Equity fees.

Investment returns may vary substantially over time, and there can be no assurance that a particular rate of return will be achieved or that Investors will receive back all or any of the amount they invest. Past performance should not be seen as indicative of future returns. Authorised and regulated by the Financial Services Authority.

Private equityreturns

Private equityfees

Parallel privateequity fees

Parallel private equity returns


n m rothschild +

Aep was recommended to help position, plan and launch a StrategicOpportunities investment product forthe UK, France, Germany and Italianmarkets. This involved conducting financial due diligence and workshopsahead of writing documentation tosupport the launch. Aep brought inCalyon to take charge and producethe investor due diligence pack.

Deliverables

Consultancy

Due diligence

New product planning

Writing fundraising documentation (PPM and LP presentation)


AFive Arrows Strategic Opportunities

Five Arrows Strategic Opportunities Fund The Rothschild merchant banking initiative

Strictly confidential

seroba kernel +

AEP is responsible for positioning,imagery, and design and content for LP marketing materials and co-ordinated fundraising communication and documentation.

Deliverables

Positioning

Website refreshwww.seroba-kernel.com

IR marketing

eMarketing

Fundraising documentation

Investing in Covagen. Investing in life.

Investing in life sciences. Investing in life.

Investing in Veryan Medical. Investing in life.


Investing in Xention. Investing in life.


Investing in Quanta. Investing in life.



wellington partners+

Wellington wanted a new websitewith positioning and key messageswhich underlined their success todate and more clearly resonatedwith Europe’s leading entrepreneurs.

AEP interviewed nearly 50 CEOsbacked by Wellington and otherleading European VCs to gain insights in to VC selection and whatthey rated most. This intelligencewas used to create the key messages,and positioning.

Deliverables

Positioning and identifying key messages

Brand refresh

Websitewww.wellington-partners.com


aon+

AEP was hired to position and differentiate Aon M&A Solutionsservice in the global M&A market,plan and execute all external marketing and to generate value by assisting business developmentand powering revenue growth.

Marketing material, sponsorship,events, video and HTML activity wasintegrated to add $ms of revenuefrom existing customers and newprospects across 39 countries.

Deliverables

Positioning and launch ofproducts / services

Website www.aonamas.com

Lead generation and reporting

Advertising and DM

eMarketing

Global eNewsletter

White papers and fact sheets

Advisor


our experience+

Advent International

Alpha Associates AG

Altamar

Altamir Amboise Gérance

Aon M&A Solutions

Auda

Calyon

Deloitte

Deutsche Beteiligungs AG

Doughty Hanson

Dunedin Enterprise Investment Trust plc

Equistone Partners Europe

Equity FD

Fidelity Inc / Canter Equity Partners

Gartmore Private Equity

Gimv NV

Granville / Granville Baird

HBM Healthcare Investments AG

Hermes GPE

JPMorgan Partners

JZ Capital

Kleinwort Capital / August Equity

Lazard

Marsh (PEMA)

Mercapital

Mezzanine Management /MML Capital Partners

If you would like any further information on asset management marketing, IR or share listing or you would like to book a free consultation please call +44 (0)20 7580 1806 or contact:

Chris [email protected]


Milestone Capital Partners

Mourant Fund Administration

NM Rothschild & Sons

Neuberger Berman

Osmosis Capital

Pantheon

Parallel Private Equity

Platina Partners

Preparation Capital

Promethean plc

Seroba Kernel

Sovereign Capital

Wellington Partners

William Blair & Co

alternative assets - aep · pdf filereputational and financial risks, companies working in the...

Documents