In 1996, 12 partners created a new paradigm in private equity debt financing. Known as Antares Capital, their immediate marketing need was building awareness and articulating their USP: a better way of doing business and a commitment to this niche in M&A financing.
Monogram was engaged to create and grow their brand as a key differentiator in the market. Over the first 10 years of our relationship, we created the most recognized advertising in the category. Over time, Antares rose to become the #1 lender in their market niche, and in 2005 they were acquired by rival GE Capital.
For the next 10 years, GE Antares Capital remained only one of two co-branded entities within all of GE – a testament to the ongoing power of the Antares brand.
In 2015 GE decided to break up GE Capital, and GE Antares was the first business unit sold – to the Canadian Pension Plan Investment Board for $12 billion. The firm’s management (the same 11 partners from 1996) and new ownership announced the Antares brand would be re-established as an independent entity – with Monogram as their agency.
We couldn’t be happier.