Century Financial: Breaking Through the Noise with Strategic Media Relations
Century Financial set out to break from convention in how financial brands engage with the media.
In a sector often viewed as conservative and transactional, Matrix PR faced the challenge of repositioning Century Financial as a credible, accessible, and media-relevant voice that journalists actively sought for insight, commentary, and perspective.
Building on earlier momentum, the campaign focused on four core objectives that aligned business goals with communications outcomes:
Position Century Financial as a leading financial consultancy in the region.
Strengthen its reputation as a brand that prioritizes trust, responsibility, and client care.
Establish key spokespeople as recognized industry thought leaders.
Increase inbound media interest and willingness to engage with Century Financial proactively.
Establishing credibility for Century Financial beyond its position as a leading financial entity.
Increasing newsworthiness and spokesperson profiling for an already well-known brand.
Ensuring Century Financial remained relevant as a thought leader beyond core industry expertise.
Customers aged 30–45 showed stronger engagement with familiar, values-driven brands.
64% of customers cited shared values as a key factor when engaging with a brand.
ESG and sustainability emerged as major concerns across the 18–30 and 30–45 age groups.
A media dipstick indicated that 65% of journalists were open to proactively approaching Century Financial for expert commentary.
Our strategy focused on aligning Century Financial’s expertise with the values that mattered most to both media and audiences, ensuring credibility, relevance, and consistency across every touchpoint.
Expertise + ESG + Speed to drive sustained media engagement.
Proficiency + Trustworthiness + Sustainability to strengthen customer engagement.
Developed a consistent pipeline of insightful op-eds addressing timely topics across investment, trading, and financial markets.
Positioned CIO Vijay Valecha as a go-to authority for finance, business, and investment commentary.
Leveraged readily available platforms, including radio, podcasts, digital outlets, and video interviews, to maintain visibility.
Expanded regional media presence by using market-specific data as a hook for localized coverage.
Increased share of voice and industry recognition through a steady cadence of press releases.
Packaged and amplified the brand’s ESG and sustainability initiatives to attract media attention and recognition from UAE authorities.
Century Financial activated three high-impact ESG campaigns to reinforce purpose-led investing:
* Launched #WhatsUAEforYou for the UAE’s 50th National Day, combining Ghaf tree planting with sustainability education workshops across 30 universities to promote ESG alignment within educational institutions.
* Partnered with the Dubai Chamber Sustainability Network and Emirates Environmental Group (EEG) to support forward-looking investment opportunities that deliver both financial returns and measurable sustainability impact.
* Expanded ESG-focused investment offerings, adding more than 5,000 ESG-aligned instruments to meet growing demand from Millennials and Gen Z investors for responsible investing options.
* Delivered research-driven, rapid-response bilingual commentary to the media more than 305 times across business, finance, and economic topics.
* Secured 40+ interview opportunities for Century Financial spokespeople across Tier 1 media.
* Developed and placed 15 exclusive op-eds in Tier 1 outlets to reinforce authority and consistency of voice.
* Leveraged breaking national, government, and economic news to position the chairman as a trusted thought leader.
* Distributed daily market reports exclusively to Tier 1 print, digital, and broadcast media.
* Secured participation and speaking opportunities for senior executives across high-profile business and industry platforms.
Delivered 1,265+ media placements and 35 broadcast interviews, including exclusive Tier 1 op-eds that strengthened Century Financial’s authority across business and financial media.
Achieved an estimated reach of 21.3 million through print coverage and 2.7 billion estimated digital impressions, significantly expanding the brand’s visibility and share of voice.
More than 90% of target media outlets showed increased willingness to proactively approach Century Financial for interviews, expert commentary, and market insights.
Century Financial was nominated as the 3rd Best Workplace™ among 50 SMEs in the UAE and secured recognition through the Dubai Chamber Sustainability Network, reinforcing its credibility and ESG leadership.
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