Client: Jupiter International Group
Campaign: Crisis management to protect Jupiter's image
PRTeam: Lansons Communications
Timescale: June 2000 - ongoing
The Public Relations Consultants Association (PRCA) held its Frontline
Awards two weeks ago.
The Best Corporate Campaign award went to Lansons Communications account
manager Amy Fisher as a result of PR work turning round Jupiter's
reputation in the financial community.
Fund management group Jupiter appeared to have hit crisis point in May
2000 after a dispute between CEO John Duffield and the company.
He subsequently left Jupiter and a majority of the board resigned at the
same time. Duffield later sued for unfair dismissal, with media
reporting a claim of £15m.
When Jupiter paid Duffield £5m (half of which went to charity)
last year, a deluge of negative press followed.
To stabilise the PR situation; to maintain Jupiter's reputation as an
industry leader for investment performance
Strategy and Plan
With the company's reputation restin on its media image, the biggest
challenge for Lansons was to establish strategic media relations that
could support the 'new' company, which had previously been criticised
for its 'aloofness' to the press.
A short to medium-term, communication management strategy was put in
place, driven by a key control group with centralised co-ordination
across all audiences, with rapid rebuttal a key aim.
Core messages positioned joint group CEOs Johnathan Carey and Edward
Bonham Carter as the best people to take the company forward.
Key fund managers were profiled prominently and a new incentive scheme
A discreet strategy was used to handle the court case surrounding
Duffield's departure, mixing proactive and reactive PR according to
Measurement and Evaluation
Jupiter's more open position towards the media has been an important
turning point for the company. A month after the campaign began,
articles quoting financial experts advising investors to withdraw had
The new face of Jupiter, Edward Bonham Carter, was praised by The
Financial Times as the 'ascendant star at Jupiter' while The Mail on
Sunday made the sunny observation: 'By Jupiter, we are up there with the
Coverage on the new incentive scheme, plus profiles of 15 account
managers, showed increasing media backing.
Communication aimed at highlighting the duties of independent directors
of investment trusts hit home in The Daily Telegraph, with a City pages
editorial asking 'how it would look, say, if the board urges
shareholders to roll their investment into Mr Duffield's new
Since this campaign the company's perception in the media has turned
around, and positive news stories have resulted.
According to a survey of 122 journalists by pollsters Mori, Jupiter
charted the most significant increase in media perception of the top ten
financial services companies.
More than 1,500 independent financial advisers (approaching ten per cent
of the UK total) attended Jupiter roadshows in early 2001.