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Pippa Russell, Russell Communications

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Russell Communications | Best European PR Firm in ETFs

Tell us more about Russell Communications and the services it offers?

As a three-time ETF Express award winner, I am absolutely thrilled to be taking part in this interview! Russell Communications supports financial services businesses in growing and maintaining their brand presence, communicating effectively and essentially supporting businesses in managing and enhancing their reputation. A key aspect of what we do is to help firms communicate their key messages in the right way to the right people and we do this through our strong relationships with journalists on relevant and prestigious publications.

Russell Communications deals exclusively with business-to-business clients – a typical client could be an investment platform, ETF provider, investment business or fintech. We are based in Bath, but we are also an international business with clients from the US, Australia and the Nordics. Whilst there are a number of PR businesses specialising in our space, what sets us apart is our laser-focused, proactive media stance and a deep understanding of the market in which we operate. Over the past year we have run a number of successful campaigns for our clients which could include providing podcasts, generating video and print coverage, as well as marketing supporting including website design, SEO, client communications documents as well as social media management.

What investment trends have you seen over the past year?

ESG (environmental, social and corporate governance) remains a significant trend across our industry. How these products are bought, sold and understood are increasingly under the spotlight with the new ‘greenwashing’ directive shortly coming into effect. With the aim to protect investors from misleading claims by product providers, initiatives such as these go a long to increasing awareness and visibility on what is already a high-profile issue.

Another theme has been the growing popularity of model portfolios and centralised investment propositions. Advisers have choice as to whether to run their own bespoke portfolios (with the benefits of flexibility but also admin and regulatory challenges) or they can use a discretionary fund manager. Model portfolios bring ETFs into the spotlight again because of the age-old challenge of trading ETFs on platforms, the issues around fractional trading and the difficulties that can arise when rebalancing portfolios across multiple platforms.

How do you see your business growing in future?

Russell Communications has grown rapidly in the relatively short space of time since we launched and we hope to continue to build on that momentum. We now have international clients and many successful PR campaigns for them under our belt. We play an important role in building and protecting our clients’ brand and this is how we’ve established a strong reputation for ourselves at local, national and European levels. We aim to keep growing organically and sustainably, keeping client service at the heart of everything we do.

Why do you think you won this award?

I’d like to think this award win is a reflection of the passion and clear focus with which we run Russell Communications. We have recently broadened our offering to include not just PR but also the provision of content creation and integrated marketing support. We always aim to be flexible, to listen to our clients and adapt to what they need in changing environment, which requires both innovation and imagination. Russell Communications’ business values are based on providing passionate, energetic, and professional PR and marketing services that lead to tangible results for our clients.

Why is diversity important in the financial services space?

As a woman working in a largely male-dominated industry, I’ve always been a strong supporter of diversity across financial services. It’s important because diversity brings fresh perspectives and keeps us innovating and improving as an industry. I am a member of several groups including Women in Platforms, Women in Asset Servicing and Women in ETFs, all of which champion women in senior roles across the sector. I think it is important to raise visibility of women in our industry and help create role models and mentors to support the fantastic talent of the next generation of financial services professionals.

To read the rest of the report please click here.

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