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
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