Federated Hermes Seeks Rebrand as a Responsible Investor


In collaboration with Brodeur Partners, Montieth SPRG provided strategic communications and media relations support to Federated Hermes, a global asset manager with U.S.$625 billion. 

Following the merger between Federated Investors and Hermes, the combined company rebranded to emphasize its global leadership role in responsible investing. Our messaging workshop with the asset manager’s executive committee and investment teams successfully found optimal relevance with core audiences for the new Federated Hermes brand in the crowded space.  

With the new messaging framework, the team increased the firm’s brand visibility by securing a high volume of media interviews for markets strategists and portfolio managers to offer timely analysis of stock and bond markets. Engaging 25 spokespeople with expertise across more than a dozen asset classes, Montieth SPRG and Brodeur Partners built new relationships with reporters, including The Wall Street Journal, Bloomberg, CNN, New York Times, and CNBC, and brought new spokespeople to the media market.