Gutenberg Orchestrates Global Media Blitz for TPG’s $36M FPT Corp. Co-Investment
Gutenberg Orchestrates Global Media Blitz for TPG’s $36M FPT Corp. Co-Investment
CLIENT BACKGROUND
Texas Pacific Group (TPG) is a leading global private equity firm that, at the time of their engagement with Gutenberg in 2006, had more than $48 billion of capital under management. TPG is known for its strategic investments and co-investments in high-growth companies across the globe. TPG enlisted Gutenberg to spearhead global media coverage for a $36 million co-investment with Intel Capital into FPT Corp., one of Vietnam’s largest IT services firms.
GUTENBERG STRATEGY
To generate significant media coverage for TPG’s $36 million investment in FPT Corp. Gutenberg developed a multifaceted strategy to overcome the challenges and secure extensive media coverage for TPG’s investment. This included crafting strategic messaging, preventing leaks, and coordinating with multiple stakeholders across various regions.
Challenge #1: Limited Visibility for Sub-$50M Deals
Gutenberg solution: Recognizing the difficulty in securing media attention for smaller deals, Gutenberg implemented a global media blitz. This included securing embargoed coverage in top-tier publications such as The Financial Times, Wall Street Journal, Reuters, and The Associated Press. The embargoed strategy ensured that the news would break simultaneously across multiple high-impact platforms, maximizing reach and engagement.
Challenge #2: Securing High-Quality Media Exposure
Gutenberg solution: Gutenberg crafted and positioned strategic messaging that catered to both TPG and their co-investors’ needs. This involved developing a meticulously drafted press release that highlighted TPG’s key messages while accommodating the interests of all parties. The team led conference calls for messaging planning and media tactics, coordinating with corporate and communications executives based in New York, California, India, Hong Kong, and Vietnam to ensure a unified and impactful media campaign. Gutenberg’s proactive media outreach and strong relationships with key journalists ensured extensive coverage in leading regional and VC publications across Asia.
Challenge #3: Preventing Information Leaks
Gutenberg solution: To address the common issue of information leaks in Asia, Gutenberg implemented a watertight security strategy. This included closely coordinating with all stakeholders to maintain strict confidentiality and prevent premature disclosures. Additionally, when an inaccurate report surfaced, Gutenberg leveraged its connections with top-tier media to swiftly correct the misinformation, protecting TPG’s reputation.
Media Coverage
RESULTS
Gutenberg’s comprehensive and strategic approach resulted in a media blitz that generated significant buzz for TPG’s $36 million co-investment. The announcement was covered in prestigious outlets like the Financial Times, Wall Street Journal, Associated Press, Dow Jones Newswire, and Reuters. Upon release, additional coverage was secured in Business Week, Bloomberg, Euromoney, Boston Globe, Dow Jones, The Oregonian, Dallas Morning News, San Jose Mercury News, Red Herring, and leading international venture capital publications, as well as VC publications and wire services throughout Asia – such as AFX International, Asia Pulse, Asia Private Equity Review, and Global Banking News. The comprehensive campaign not only highlighted TPG’s strategic investment but also successfully managed the complex messaging and coordination across multiple regions, establishing TPG’s investment as a significant news story in the global media landscape.
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