US-Based Emerging Fund Manager Captures Market Share

Tina Byles Williams

FIS Group, a minority-led private equity manager-of-managers, looked to capture market share in a crowded active asset management landscape by highlighting their expertise in domestic and international equities. 

Montieth & Company developed and executed a detailed marketing communications strategy plan to build FIS Group’s profile by achieving positive coverage and grow overall brand awareness. This is done through expert source positioning, press releases, and thought leadership, highlighted by the involvement of CEO and CIO Tina Byles Williams. 

We achieved media placements in top tier financial and asset management publications, including op-eds in Pensions & Investments, expert source positioning in Axios, Reuters, The Wall Street Journal and Bloomberg, and broadcast interviews on CNBC and Bloomberg TV. This helped to develop Tina’s “star” profile as a diverse investor in emerging market equities.