Creating a market leader
Stonehage Fleming, one of the world’s leading independently owned family offices, are true pioneers in the family offices arena and help international families manage their wealth and protect their legacy for generations to come.
We were appointed in 2015 to support Stonehage Fleming as they underwent a rebranding process following the merger of Stonehage Investments and Fleming Family & Partners. Working closely with the senior leadership and marketing, we supported all aspects of the rebranding; from defining what the new company should stand for and how it should be positioned to developing content for internal and external communications, including drafting speeches for the Business Heads and creating a video to celebrate the merger. With no inhouse PR resource, Montfort has truly acted as an extension to the Stonehage Fleming team, dealing directly with group marketing, the investment and family office teams and senior leadership. We have also advised their “next generation” clients on the importance of maintaining control of their media and digital profiles.
We have sought to position Stonehage Fleming as a true family office and a practitioner of “total wealth management”. This has been in response to vocal competition from private banks and wealth managers who have taken to offering “family office style” services as they seek to expand their appeal to ultra-high net worth individuals. We have worked to increase understanding of the Group’s differentiating characteristics via regular “Behind the Scenes” media events and the creation and promotion of the Group’s proprietary client research into the “Four Pillars of Capital”.
The nature of Stonehage Fleming’s clients means that discretion is prized and any media that was superficial or did not contribute to the Group’s reputation as a leading global family office would not be appropriate. We have been highly targeted and focus only the tier one national, trade and international media and those covering the luxury sector. With a remit that covers the UK, Channel Islands, Switzerland and North America, we have raised Stonehage Fleming’s profile in the influential global media, including the Financial Times, Wall Street Journal and The Economist, as well as the local language press.