Penrose has already been providing PR support to the retail side of the company's business, which involves selling savings vehicles such as PEPs for use by individuals, for two years.
The new work relates to the sale of the company's services to institutions such as pension funds. The move follows the acquisition by CSAM last December of SLC Asset Management. The purchase and subsequent integration has brought CSAM a strong position in the pensions business, according to head of UK marcoms Lisa Goddard.
'We want to tell the institutional market that the integration has gone well and that we have a great range of well-performing funds in which pension schemes can invest,' she said.
The company has also given Financial Dynamics, which previously held the institutional business brief, a brief for non-UK European PR. All the agencies report to Goddard.