Peregrine now has an on-the-ground presence across the East and West Coasts, with one integrated team for strategy, brand, digital, and media relations.
Specializing in integrated marketing for asset and wealth managers, Peregrine has opened an office in Los Angeles led by Alex Layzell-Payne, Partner and Head of Digital. The new location joins Peregrine’s bases in London and New York, extending a US business built over 12 years. Past and present clients include West Coast firms such as Wells Fargo Asset Management, Oaktree, and Franklin Templeton, alongside East Coast managers like New York Life Investment Management and Brevan Howard.
Many of the region’s managers compete for capital and talent against far larger organizations; standing out requires being clearly seen and understood by the right investors. West Coast managers now have direct access to Peregrine’s fully integrated services, from strategy, brand, and design to digital marketing, communications, and media relations, delivered by a single global team. Alex has spent 12 years at Peregrine leading integrated campaigns across paid, owned, and earned channels.
We have worked with West Coast managers for many years, and most of them raise capital nationally, if not globally.
said Alex.
We opened in New York because our US clients needed us on the ground, and the same logic applies on the West Coast. A manager in Los Angeles raising from a European pension fund or an Asian family office now gets one team across Los Angeles, New York and London, with partner teams in Singapore and Hong Kong, telling one story.
This fall, Peregrine will publish The West Coast 100, the first benchmark of how the region’s 100 leading asset managers market themselves to institutional investors and the wealth channel. It applies the method behind Peregrine’s Global 100, run since 2018 across the world’s largest managers, scoring each firm against peers of similar size on 10 metrics, from brand awareness and tier-one media share of voice to search and AI search visibility.
The West Coast has some of the most capable managers in the industry.
said Max Hilton, Senior Partner, Head of North America, at Peregrine
Capability gets you into the game. Communications alpha wins it. The West Coast 100 will show each firm where it stands against peers of its size, and our team in Los Angeles is there to help close the gap.