International Standard Asset Management (ISAM) initially hired the agency to publicise its high-profile captures of 'The Godfather' of UK hedge funds, Stanley Fink, as CEO, and ex-Labour treasurer Lord Levy as chairman. Now Edelman has been taken on as ISAM's retained agency.
Paul Lockstone, managing director, financial communications and investor relations, at Edelman UK, will oversee the account. The agency's brief is to attract high-net-worth individuals and institutional investors. It will provide corporate comms support and target the national media and specialist financial titles.
With hedge funds taking a battering in recent weeks over short-selling, managing ISAM's media comms could prove a tough task.
Lockstone conceded: 'When Stanley speaks to the media, they are going to ask about the role of hedge funds in the current economic difficulties.'
But he added that coverage of Fink's appointment had been mostly favourable. ISAM's coup featured in The Daily Telegraph, The Independent, FT, Daily Mail and The Sunday Times.