Making Mid Wynd famous

Client: Mid Wynd International Investment Trust

At the end of November 2017 we were approached by fund management group Artemis to support the Mid Wynd International Investment Trust.

The Mid Wynd International Investment Trust grew out of a successful 18th-century Scottish textile business and is named after the Dundee street on which the original mill was based. Though set up in 1949 to help manage the wealth of the Scott family, who owned the business, today Mid Wynd is open to any investor.

Artemis took control of the trust from Baillie Gifford in April 2014. The new fund managers had been delivering strong performance, but the trust was not attracting the interest it deserved.

We began by getting to know the team, identifying the trust’s distinctive features and preparing a media briefing, which we distributed widely. We organised a round of meetings with journalists who we felt were important.

We always host journalist calls and meetings – we prepare interviewees beforehand and help the managers come up with newsworthy topics to talk about in the meeting so that the journalist is sure to come away with a strong story.

Our own experience as journalists means we are good at identifying these stories. Often the kernels of fresh ones will emerge in these interviews, and we can work them up with the team later.

Powerful results

Our impact was instant. In the first three months we generated more coverage for Mid Wynd than the rest of the Artemis business had enjoyed in a year.

The results were reflected in the growing popularity of the trust. In the six months to 31 December 2017 the trust issued shares on only a handful of occasions – 360,000, worth £1.7m (and 100,000 of those were in December, after we started). In the following six months the managers had to issue shares most weeks – 4.32m, worth £21.6m.

Content

A key part of our model is to generate strong content to support our PR efforts. Though co-manager Simon Edelsten is a great writer, he trusts our journalistic instincts and knowledge of the publications we are pitching to. We work together on ideas to ensure the content he produces is well targeted and engaging.

We have helped win Simon a monthly column in the FT, and his pieces regularly feature on the Citywire Investment Trust Insider and Trustnet sites.

In October 2019 we ran our Glastonbury in the City event. Simon played electric cello alongside FT money editor Claer Barrett (sax) and deputy money editor James Pickford (bass guitar). They were joined by Financial Adviser editor Simoney Kyriakou (lead vocals), Investment Week editor Lauren Mason (rhythm guitar), Portfolio Adviser editor Sebastian Cheek (drums) and Young Moneyblogger Iona Bain (keyboards). Rehearsals at the office of Artemis, followed by food and drinks nearby, presented opportunities to deepen relationships, and the event itself attracted 80 financial journalists.

We encouraged co-manager Rosanna Burcheri to enter the Investment Week Women in Investment awards in 2019 and supported her with her entry. She won the Manager of the Year Award. She has since written articles for Investment Week. We have placed articles from co-manager Alex Illingworth, too.

The Mid Wynd International Investment Trust now regularly appears in all the national “fund pick” slots.

Mid Wynd had £154m worth of assets under management when we met the team in November 2017. It had nearly 33m shares in issue. Today it manages £385m and has over 56m shares in issue.

We cannot take any credit for the outstanding performance of Mid Wynd, but we have helped make it famous.

“Working with Bulletin has been fantastic. They are creative and imaginative – their ideas for events to engage with journalists seem bonkers but work. They engage intelligently around content, adding value at every stage. And their hit rate in the press is incomparable.”

Simon Edelsten, co-manager of the Mid Wynd International Investment Trust

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