FD wins LSE brief to turn domestic markets global

The London Stock Exchange has hired Financial Dynamics to launch a

European campaign to counter negative publicity after last year's failed

merger with the Deutsche Borse.

LSE hired FD as it prepares a PR assault on Europe to reposition its

technology markets AIM and techMARK against competitors, such as

Germany's Neuer Markt.

The 200-year-old institution is embarking on a global roadshow to

encourage more overseas funds to invest in companies listed on the AIM

and techMARK.

It is also staging a series of seminars on IPOs, called 'Going


'AIM and techMARK have been predominantly domestic markets in their

development to date and now we are changing that,' said LSE chief press

officer John Wallis.

The campaign is rolling out across Europe, but a further stage is

planned for Israel, India and Japan. FD will handle Europe, but no

agency has been appointed for the second stage.

FD was hired after a competitive pitch, believed to have included

incumbent Brunswick, whose position as retained agency is


The marketing campaign aims to turnaround the LSE's image after a

traumatic year, which included a takeover attempt by Sweden's OM


Leader, p10.

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