American Beacon Advisors

American Beacon Advisors are a multi-manager family of mutual funds that historically has specialized in serving the institutional market. American Beacon came to JCPR for help in building its retail presence almost exclusively through a public relations program. JCPR was tasked with raising retail investor awareness of American Beacon’s diverse funds, and educating its new target audience about the company’s unique “manager of managers” approach.

JCPR implemented an integrated program to promote the investment knowledge of American Beacon’s executives and sub-advisors, while spotlighting individual funds with notable performance and/or unique approaches to securities selection. Through consistent media exposure in an array of investor-focused publications and channels, JCPR positioned American Beacon as a leader in providing the retail market with direct and low-cost access to institutional-quality manager selection and strategies. 

The coverage JCPR has produced, including targeted profiles of individual funds and managers in top-tier outlets like Barron’s, Financial Advisor, Wall Street Journal, Investment Advisor and Morningstar.com, has enhanced American Beacon’s visibility among retail audiences as a leading provider of mutual funds representing a spectrum of asset classes and strategies. As American Beacon expands its product line, JCPR has coordinated additional communications initiatives, including an annual press event showcasing the firm’s market outlook, to establish it as an expert source of investment knowledge and insight.