Private equity real estate investment manager Meyer Bergman (now MARK) appointed Blackstock at the start of 2020 to lead corporate and financial communications across Europe, managing local PR agencies in the process, with the overarching aim of supporting fundraising.
Our initial focus was to change the perception of Meyer Bergman within the investor community. The company was perceived to still be focused on retail, despite having built up a diversified portfolio and being an early mover into last-mile logistics and proptech.
In addition to overhauling the business’s corporate narrative and messaging, we managed Meyer Bergman’s rebrand to MARK. We also communicated the firm’s new multi-platform strategy to the market, emphasising MARK’s expansion plans into new asset classes such as digital, life sciences and residential real estate.
Parallel to the work in repositioning Meyer Bergman, we devised and executed an integrated communications and investor relations strategy to support the launch and fundraising for Crossbay, the company’s new urban logistics fund, which launched in May 2020. While still respecting strict regulations on the marketing of funds, we secured several high profile media opportunities across broadcast and the business and industry press.
The end result was an accelerated fundraising process, with €550m in equity commitments secured by final close in Autumn 2020. Investors included Credit Suisse, Nuveen and CBRE GI.
The timing of our appointment also meant we helped guide MARK’s response to Covid-19, advising on communications to investors, occupiers and other partners to provide reassurance and clarity.
Our day-to-day activities include drafting and distributing releases related to key milestones; managing corporate social media channels and those of the senior leadership team as well as feeding into investor relations and other marketing material.
- Nearly 400 press articles generated since our appointment, with a combined reach value of 1.8bn (focus on pan-European investment and real estate publications)
- Primetime business broadcast slots including CNBC and Bloomberg Radio
- Consistent user growth and engagement across LinkedIn, Twitter and Instagram with 27% increase in followers to 4441 and increased engagement since August 2020
- Subsequent instructions on launch of 3 new funds/platforms
- Meyer Bergman CEO on CNBC Europe
- Meyer Bergman CEO on Bloomberg Radio
- Meyer Bergman rebrand
- Meyer Bergman Crossbay
Full article on Property Week.
Matthew Ammirati, chief marketing officer and managing director at MARK, said:
“We hired Blackstock in 2019 and we were impressed by their passion and intricate understanding of real estate, but this was soon matched by their instinctive ability to judge the media and win people’s confidence internally.
“They embedded themselves in our firm early on, visited assets in the UK and Europe and quickly became an extension of our marketing and IR function. We challenge them and they challenge us – it’s something everyone feels is really valuable and it is genuinely a world away from how large financial agencies have worked with us in the past. They ask tough questions, they see the bigger picture and, above all, they’ve given us the confidence to have opinions by rigorously shaping our narrative and preparing our spokespeople.
“Although our management team is spread across the U.S. and Europe, Blackstock have worked closely with everyone to curate our corporate narrative, our pitch to the media and our investor messaging. Their role has expanded to include social media management, as well as marketing and research projects, but above all, the continuous stream of high-level media exposure has been first rate.”