AIG Advisor Group

A Marketing Story by KCD PR about Advisor Group

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Advisor Group

Education & Training

Challenge

AIG Advisor Group needed to seamlessly communicate the complex divestiture of its wealth management business from the larger global insurer. The firm was under intense pressure by Carl Icahn to achieve value in the eyes of shareholders and Wall Street. KCD PR was tasked with managing AIG’s brand separation and communicating its value as the standalone firm Advisor Group.

Solution

In order to generate awareness of the AIG Advisor Group brand, KCD PR implemented a broad communications strategy that included public relations campaigns, targeted media relations, a thought leadership platform, and content creation. KCD PR’s strategy was designed to position AIG Advisor Group as a thought leader on the future of financial advice and a leading destination for independent-minded financial advisors. To achieve that goal, we targeted audiences that included prospective advisors, current advisors, decision makers in the financial community, and key centers of influence. KCD PR worked directly with AIG Advisor Group executives to develop a formal timeline for strategic company announcements and establish company messaging and key spokespeople. We then built a platform of relevant topics to discuss with media and centers of influence and leveraged our relationships with top-tier national business and industry media to secure placements in publications relevant to AIG Advisor Group’s target audiences.

Press

Results

Through proactive media relations initiatives, KCD PR successfully secured a number of feature stories and articles on behalf of AIG Advisor Group. During the first two quarters of our partnership, we secured the following: Total Placements: 38 Total Gross Impressions: 16,744,486 Firm representatives quoted: 21 Industry Publications: 29 National Business Publications: 7 Local Publications: 2 Tone Scorecard Positive: 36 Neutral: 2 Negative: 0 KCD PR also developed and executed 13 company announcements, which highlighted the firm’s strategic initiatives, events, awards and recognitions, and recruiting wins. Each provided an opportunity to promote overall company messaging to external audiences.