Summary:

• PR and brand building for Morgan Stanley Investment Management (MSIM)

• Focus: macro themes, global equities, private equity, emerging markets

• Task: position MSIM as an independent brand alongside the investment bank

• Approach: systematical preparation and re-packaging of existing US material for the media; establishing individual investment specialists as experts

• Placements include Börsen-Zeitung, Institutional Money, Intelligent Investors, Absolute Private — as guest contributions and interviews

• Result: recurring and high-quality coverage in German-language top-tier media
  
  

A global name. A subsidiary that was in the shadow.

Morgan Stanley is globally known as an investment bank. However, Morgan Stanley Investment Management (MSIM) — one of the world's largest investment companies — flew under the radar in our market: professionally top-tier, but barely visible as its own brand alongside the bank's brand. On top of that: most materials originated in the US. High-quality analyses on macro themes, global equities, private equity, and emerging markets — but just not in a format that German-language editorial teams could use.

The task: to position MSIM as an independent expert voice — alongside the bank, not in its shadow.

US material, adapted for German editorial teams.

public imaging manages the PR for MSIM in the German-speaking region. The core of the work is the targeted processing and re-packaging of existing US content: global analyses are transformed into guest contributions, interviews, and background stories suitable for editorial teams in Europe. In doing so, individual investment specialists are established and anchored as experts on their topics.

From a US subsidiary to a reliable point of contact.

The result: MSIM is present among relevant journalists as an independent voice — no longer merely a subsidiary of the bank. Coverage in German-language top-tier media is recurring, from Börsen-Zeitung to Institutional Money. Investment specialists are actively sought after as experts on their topics. MSIM is known for its proactive media relations work.