Equal opportunities mean that the City of London is no longer just a boozy boys’ club – and rightly so. But plying punters with alcohol and beautiful women is still a great way to promote your product, even in these politically correct days. Just ask Threadneedle Investments.
Last month, the UK’s third-largest retail investment fund management group threw a party to launch its Absolute Return Bond Fund at City’s the Royal Exchange. Perhaps surprisingly, when your correspondent arrived, the doormen were turning eager guests away.
Once inside, the Threadneedle team were gracious hosts, doling out the obligatory champagne as well as their very own Absolute Return cocktails – a beguiling mix of crème de cassis, brandy, schnapps and Jack Daniels.
After a few minutes, the reason for the buzz surrounding the evening became clear. Coincidentally, purveyors of erotic lingerie Agent Provocateur had booked the Royal Exchange’s ground-floor bar for its “Pink! Pink! To Make the Boys Wink” party, in aid of breast cancer awareness. From their gallery, Threadneedle and guests had a panoramic view as a dozen scantily clad models strutted along an improvised catwalk, showing off Agent Provocateur’s latest designs. Drawing the most applause was glamour girl (and former bank teller) Nell McAndrew, who was recently voted the UK’s “Rear or the Year”.
As fund launches go, this one will be remembered longer than most.