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Case Studies /RJD Partners |
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Background Founded in 2001, RJD Partners ("RJD") is an independent private equity fund management firm focused on providing capital to UK service sector businesses. RJD is majority-owned by the executive directors and is an associate of Royal London Mutual Insurance Society, the UK's second largest mutual insurance society. The firm backs entrepreneurial management teams to achieve their strategic ambitions and the full potential of their businesses. Brief RJD wanted to raise awareness of the company through media activity focused around the firm's investment in management buy-out deals. This included RJD's third investment - the MBO of McKenzie Group, the UK's leading owner and operator of live music venues, including London's award winning concert venue, Carling Academy Brixton ('Time Out Live Venue Of The Year 2004'). What we did Media campaign to announce the MBO of the McKenzie Group and RJD's majority stake in the resulting company, Academy Music. The business news announcement was supported by strong visual imagery through photography of high profile artists such as Avril Lavigne, Blur and Paul Weller performing at each of the Academy venues across the UK. Results Exclusive story with The Sunday Telegraph followed by widespread coverage in national newspapers, as well as key regional and trade publications. The total coverage comprised 30 positive articles on the MBO. The use of strong photographic images to support the announcement, ensured a favourable placement of coverage within each publication and gave the story maximum impact. |
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