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PR-effort brings in millions

Through a well-planned and executed PR plan, we succeeded in placing the investment fund ANNOX Quant Global Equity ESG in the right Danish media. This doubled the capital it has under management.

The challenge

The Danish asset manager ANNOX A/S wanted a communication and PR strategy in connection with the launch of the ANNOX Quant Global Equity ESG fund. Both Annox and the fund were not well known in Denmark, despite the fact that Annox has a world-class return and a solid history of generating additional returns.

Strategy and execution

Together with Annox, we created a narrative focusing on the additional returns created without the use of leverage and by investing in healthy limited companies. The narrative was also about how algorithms and people can work together to make sound investments. A PR initiative ensured that Annox was introduced to the most important media for all types of investors.


These PR initiatives have been a resounding success, with articles in Børsen and AMWatch as well as an appearance on the popular radio programme, 'Millionaire Club'. This can be measured by the fact that, in the month that the PR initiative ran, Annox experienced an impressive increase in capital under management from around DKK 100 to 200 million.

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