Euronext.liffe set to focus comms on private market

London-based derivatives exchange Euronext.liffe is turning its attention to private investors with a PR campaign designed to educate them and raise awareness of its work.

The exchange is currently drawing up a PR programme with Redleaf Communications, hired after a four-way competitive pitch.

Euronext.liffe, formed last year following Euronext's acquisition of futures and options exchange Liffe, is hoping to tap into the retail investor market after the launch of a number of products tailored specifically to that sector.

Redleaf will run a media relations campaign, focusing specifically on UK equity futures and options.

The agency will look to inform private investors through the personal finance and specialist media, raising their awareness of the claimed benefits of futures and options trading as a means to protect existing portfolios and make profits even in falling markets.

Redleaf CEO Emma Kane leads the brief, reporting to Euronext.liffe head of media relations Caroline Denton.

'Private investors are desperate to find ways to get value for their portfolios, so the aim is to help them understand that they can use Euronext.liffe products as insurance against their existing portfolios and as a way to invest,' said Kane.

Denton confirmed the appointment does not affect their relationship with retained agency Luther Pendragon on corporate media relations.

'We haven't addressed this area before from a PR point of view, but don't have the resources in-house to do so,' said Denton.

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