Gore firm recruits Capital MS&L to run PR

LONDON: Generation Investment Management, a new investment firm cofounded by former US VP Al Gore, has hired Capital MS&L to handle communications during its upcoming launch.

LONDON: Generation Investment Management, a new investment firm cofounded by former US VP Al Gore, has hired Capital MS&L to handle communications during its upcoming launch.

The agency's London office will lead the account, with New York and Washington, DC, offices pitching in as well.

Generation will tailor its investments to promote "sustainability," a buzz word encompassing the goals of Gore's environmental movement. Richard Campbell, a director at Capital's London office, said, "[Generation's] strategy is to look at a relatively concentrated pool of 30 to 50 equities. They'll come from all over the world."

Though the company and firm are both London-based, Campbell said, US investors will be prime targets of their efforts.

Gore's managing partner is David Blood, former CEO of Goldman Sachs Asset Management. Generation's US president will be Peter Knight, Gore's former Senate chief of staff.

About 10 people will work on the account initially. Capital's work will be ongoing, even after the management company is fully established.

The firm must balance Gore's high political profile with the pragmatic outlook of many investors, said Campbell.

"This is the challenge, really," he said. "The plan must be to get to that target audience without sort of taking the lid off the box of what could potentially become political."

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