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Client: AEGON Capital Management
Sector: Financial communications |
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| Challenge |
| Early in 2002, in a move to broaden and diversify its
Canadian financial services business, AEGON Canada Inc. launched a new
investment management company, AEGON Capital Management Inc. With over
CDN$6 billion in assets under management, AEGON Capital Management evolved
from the former investment management team of Transamerica life Canada.
The new company was intended to leverage the varied distribution channels
of AEGON Canada, including Transamerica Life Canada and Money Concepts
Canada and to serve as a link to the global AEGON organization. |
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| Strategy |
| In all communications initiatives the new company was
positioned as a “centre of investment management excellence” formed
to serve the AEGON Canada group of companies and other blue chip clients.
The launch announcement was aimed primarily at the investment community,
clients, and key business and financial media. |
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| Tactics |
| A high-profile launch event involving company officials,
the investment community and the business and financial media was held
in Toronto. The launch coincided with a national news release and an ongoing
media outreach program conducted by Argyle Rowland. |
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| Results |
| The launch event and related announcement were well received,
generating extensive media coverage and a positive “buzz” in
the investment community. The announcement also created awareness of the
new company and its role in the diversification program of AEGON Canada
among key target audiences. |
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