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Closet Works
Closet Works
GE Antares
CSO
GE Antares
The leading provider of senior debt for middle market private equity buyout deals. Founded in 1996 as Antares Capital, the firm was acquired by GE Capital in 2005.
Task: In 1996, Monogram’s brief was to launch the brand and make some noise in the category. After the GE acquisition the goal was to merge two very different brand positions — acknowledging Antares’ unique set of strengths, while conforming to GE’s brand standards.
Process: In 1996, Monogram crafted a clear message that focused on Antares’ superior process and greater commitment to their market, a position that is still being used 12 years and four campaigns later. We used humor and irreverence to separate them from the competition and tell stories that would resonate with their customers. The most noteworthy component of the ongoing program has been the trade ad campaigns that have achieved broad brand recognition for the firm.
After the acquisition, the message did not change. The delivery however, was bit more corporate — focusing on GE Antares’ ability to leverage their resources to turn money into uniquely smart money.
Results: In 10 years, Antares became one of the top two firms in their industry. In fact, their deal volume grew 380% in the three years prior to their acquisition. A key measure of the power of the Antares brand was the fact that the new entity was co-branded, a very rare event for GE in any division.
The leading provider of senior debt for middle market private equity buyout deals. Founded in 1996 as Antares Capital, the firm was acquired by GE Capital in 2005.
Task: In 1996, Monogram’s brief was to launch the brand and make some noise in the category. After the GE acquisition the goal was to merge two very different brand positions — acknowledging Antares’ unique set of strengths, while conforming to GE’s brand standards.
Process: In 1996, Monogram crafted a clear message that focused on Antares’ superior process and greater commitment to their market, a position that is still being used 12 years and four campaigns later. We used humor and irreverence to separate them from the competition and tell stories that would resonate with their customers. The most noteworthy component of the ongoing program has been the trade ad campaigns that have achieved broad brand recognition for the firm.
After the acquisition, the message did not change. The delivery however, was bit more corporate — focusing on GE Antares’ ability to leverage their resources to turn money into uniquely smart money.
Results: In 10 years, Antares became one of the top two firms in their industry. In fact, their deal volume grew 380% in the three years prior to their acquisition. A key measure of the power of the Antares brand was the fact that the new entity was co-branded, a very rare event for GE in any division.