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Client: Brandes Investment Partners
Sector: Financial communications |
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| Challenge |
| Brandes Investment Partners, a leading global investment
advisory firm, manages assets for institutional and individual clients
worldwide. In 2002, Brandes elected to withdraw from management of $10
billion of funds of the Canadian firm AGF, and to establish its own Canadian
operation dealing directly with financial advisors and wrap clients. |
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| Strategy |
| Drawing on the long-established reputation of Brandes
as a leader in the field of value investing, Argyle assisted the new Brandes
Canadian company in executing a strategy focusing on the advantages to
Canadian investors of gaining access to Brandes funds directly rather than
through a third party. |
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| Tactics |
| Argyle executed a wide-ranging media launch for Brandes,
including a national media tour for the company’s senior principal,
Charles Brandes of San Diego. Media coverage also was obtained of many
of the regional conferences that Brandes held across Canada to present
its product to independent financial advisors. |
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| Results |
| In an environment where most mutual fund companies have
experienced significant redemptions by clients, Brandes in Canada enjoyed
an exceptionally successful launch year, securing strong support from Canadian
financial advisors. Brandes funds rank among the most widely-purchased
in Canada in 2003. The Brandes fund line-up includes Canadian Equity, Balanced
and Money Market funds; U.S. Equity and U.S. Small Cap Equity funds; Global
Equity and Global Small Cap Equity funds; and International Equity and
Emerging Markets funds. |
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