NEW YORK: Gavin Anderson & Company has been named AOR for EMP Global, a multibillion-dollar private equity firm that focuses its investments in emerging markets around the world.
EMP did not issue a formal RFP, and there is no immediate outgoing agency.
Gavin Anderson MD Montieth Illingworth, who will lead the account out of New York, said that EMP's most important communications needs are "essentially, everything."
"[Private equity] is not a space where the client side has a lot of experience with communications," Illingworth said. "They've operated primarily in their own world."
Increasing competition in the global private equity world spurred the company to retain an AOR, he added.
Illingworth said that while EMP is well known among the specialized set of investors that they deal with, they hope to raise their profile in the financial media to attract new investors.
Gavin Anderson will build the company an entire "core communications platform" from scratch, and help EMP position itself as a thought leader in the international investment world. Illingworth said the goals are to "define who they are, the benefits they deliver their investors, and the success of their portfolio companies."
The account will be led by a three-person team in New York initially, and will expand as needed. Illingworth said that EMP's international activity made it "very conceivable" that Gavin Anderson's worldwide offices would handle work on other continents, as well.
He would not disclose a monetary figure for the account, but described it as "a healthy sum."