Positioning expertise in a range of asset classes
Public relations
Years in business together

Project introduction

GSFM specialises in marketing funds managed by high calibre local and international managers to Australian and New Zealand institutional and Australian retail investors, and has formed partnerships with six specialist investment managers.

Problem & challenges

GSFM wanted to highlight the knowledge, expertise and insights of its executives and partners in a range of asset classes. It sought a way to showcase this expertise while at the same time positioning its own services offering distribution, administration, and marketing on behalf of specialist investment managers.


Based on the goals of GSFM we recommended a regular “markets outlook” media briefing using key experts from its fund manager partners. The first briefing was arranged in July 2018, prior to the August reporting season, with PB Comms managing media attendance as well as coordinating executives’ presentations and developing media material based on their views.

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In total, 11 journalists from financial services mainstream and trade media attended the first event. In addition, we secured two exclusive interviews for GSFM and fund manager partner executives on ABC TV and Bloomberg TV. The event generated 83 pieces of coverage in the four weeks following the event. Since then, the media briefing has been held twice a year, in January and July, regularly attended by between 8 and 20 journalists and generating strong media coverage for GSFM and its partners.

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