Launching Forbion Capital Partners – PR and Media Relations

Forbion Capital Partners, formerly ABN AMRO Capital Life Sciences, is a new wholly independent life sciences venture capital group. Forbion Capital, a € 200 million life sciences fund, has a global investment remit and the seven-strong team has built its current portfolio of 26 companies over the past seven years. Northbank was brought in to help develop Forbion's messaging and apply this to copy for launch materials. A media campaign was also developed to raise awareness at the launch of the fund, and to maintain visibility in the market afterwards.

In gaining the coverage, Forbion has a series of objectives in mind.

Objectives:

• Announce the transaction + create name recognition
  of the new fund
• Create recognition and understanding of the new entity and its approach to life science investment
• Attract potential investors for future funds
• Ensure Forbion was seen within the entrepreneurial biotech world as a major, credible player in the European venture capital community

Methods and activities:

• Extensive messaging and positioning to ensure the philosophy of the group was visible
• Consistent application of messaging across website and corporate materials
• Carefully orchestrated media outreach programme

Results:

• Extensive coverage of launch, which coincided with the JPMorgan investor conference in San Francisco, throughout the global life science media with around 60 publications picking up on the story, including BioCentury, Financial Times, Dow Jones Newswires, Het Financieele Dagblad, The Times of London and Forbes.
• Widespread awareness of Forbion as the new venture capital group spinning out of ABN AMRO
• Interest from the investment community potentially seeking to support future Forbion funds
• Transfer of credibility from the ABN AMRO name and status into Forbion Capital Partners

January 2007

To discuss our capability in this area please contact:
Adam Michael, Account Director
+44 (0)20 7457 2020
adam.michael[at]collegehill.com

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