Investing in Impact

Pax World Funds is one of the founders and early pioneers of sustainable and ESG investing in the United States. In 2017, Pax World Funds turned to RF|Binder to launch a multi-channel strategy to increase the firm’s visibility as a leader in ESG investing. This initiative expanded with the acquisition of Pax World by Impax Asset Management, a specialist asset manager that had built its reputation around investing in the opportunities arising from the transition to a more sustainable global economy. RF|Binder restructured the program to focus on the company’s newly expanded global capabilities, strategies and funds.

Headline from a Cision PR Newswire story reading

Strategy

Amidst a rush of companies into ESG strategies, in the 2017/2018 period before the acquisition, RF|Binder developed a campaign to differentiate Pax World Funds as a provider of authentic, activist choices for investors. The campaign paired media relations outreach around then-CEO Joe Keefe and other key executives.

In conjunction, we created campaigns that connected to both consumers and financial advisors with an emotionally driven integrated communications program that differentiated the firm in the market.

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An image of a work setting with the focus on a woman with her arms crossed with the words
The first page of a New York Times article called
The first page of a Pensions&Investments article called

What We Do

  • Branding and messaging development
  • Creative asset creation including advertising, video, and written content
  • CEO and executive spokesperson thought leadership positioning
  • Financial communications outreach
  • Business and trade media relations
  • Speaking opportunities and awards
  • Paid social campaign strategy and execution
  • Crisis communications and issues management
Four women in a work setting sitting around a table and collaborating

Invest Like a Feminist

We told the unique and powerful story about the Global Women’s Leadership Fund that was launched in partnership with Sallie Krawcheck. We approached this with two emotive, animated films, fueled by provocative headlines, and heartfelt scripts. “Invest Like a Feminist” and “Investing Is Your Superpower,” stood out in a crowded market of traditional fund advertising.

Investing is Your Superpower

Paid social media ads for Pax World Investments'

Joining a Winning Team

Following Pax World’s acquisition by Impax Asset Management, our program expanded and focused on the investing opportunities presented by the transition to a more sustainable economy. The newly merged company offered a broader range of investing opportunities, including expanded options for institutional investors. It sought to take advantage of changing regulations around ESG fund options in 401(k)s.

Our campaign focused on building awareness for the newly renamed Pax World mutual fund lineups, rebranded as Impax Funds. At the same time, RF|Binder worked to raise awareness of Impax Asset Management’s brand in the United States among key stakeholders. Our focus was on positioning Chief Executive Ian Simm as a key voice in the conversation on the technological and industry transition to a more sustainable economy as well as building visibility for key fund managers.

 

The first page of a Barron's article called "A High-Yield Bond Fund Says Goodbye to Fossil Fuels"

The first page of a ESG Clarity article called
The first page of a Reuters article called
Two phones displaying the Impax Asset Management LinkedIn page
Screenshot of Pax World Funds sponsored LinkedIn ad

An infographic brochure speaking to Pax and Pax Ellevate being pioneers in the field of gender lens investing
A page from Pax Ellevate's Invest in Women whitepaper
Pax Ellevate Real Progress Magazine Whitepaper Cover
Various Pax Ellevate webpages covering the Global Women's Index Fund and other investment strategies

Results

  • In 2022, the firm’s assets under management passed $45 billion.
  • Impax Asset Management has seen a steady increase in its presence in top-tier and key trade media with over 150 articles per year in US media.
  • Impax’s brand reputation has grown through a strategic awards program that highlights the firm’s strategies and spokespeople. This includes recognition in 2022 from the With Intelligence Mutual Fund and ETF Awards and the Refinitiv Lipper Awards.
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