NEW YORK--Cohn & Wolfe is to undertake repositioning duties for three new financial services clients. 

The three accounts  - Invesco PowerShares, Monument Wealth Management and Berkeley Point Capital - are being headed by the firm's New York corporate practice, which is led by EVP Michael Bayer.

Bayer told the Holmes Report that despite being different types of businesses, a common public relations challenge unites the three companies.

"The common thread is repositioning. You could argue that the dust has settled from the turmoil of the past few years," said Bayer, adding that financial services companies are now reassessing their "brand stories".

For Invesco PowerShares, a provider of exchange-traded funds, Cohn & Wolfe will serve as PR agency of record,  focusing on media relations and profile-raising for the Illinois-based company. The business was previously handled by Porter-Novelli.

Asset management and private wealth planning firm Monument Wealth Management has charged Cohn & Wolfe with strategic marketing, positioning and content development.

The firm will also advise loan orgination and servicing player Berkeley Point Capital on its overall rebranding, following the sale and renaming of the former Deutsche Bank subsidiary.   

“Rather than waiting for the clouds of economic and regulatory uncertainty to dissipate, smart financial service companies are embracing change and re-positioning their businesses and brands to win in the new landscape," added Bayer.