Investment in Media Relations Pays Off!
Building on our past successes in creating a strong foundation for Century Financial, we developed 4 key objectives, which cut across business and communication:
Highlight Century Financial as a leading financial consultancy
Strengthen Century Financial's reputation as a company that cares
Establish the experts as industry thought leaders
Grow media willingness to approach Century Financial
Crafting credibility for Century Financial as a company beyond its status as a leading financial entity
Increasing newsworthiness and spokesperson profiling for an already popular brand
Ensuring Century Financial becomes relevant as a thought leader beyond its industry-related expertise
Customers aged 30 - 45 were more willing to engage with familiar brands
64% of customers mentioned 'shared values' as a driving factor for engaging with a brand
ESG & Sustainability was one of the biggest concerns for age groups 18 - 30 and 30 - 45
A media dipstick concluded that 65% of the media had indicated their willingness to approach Century Financial for expert comments
Our strategy was to ensure that the brand resonates with the target audience’s values and convey them in a way that forms a bond between the two
Expertise + ESG + Speed = Media Engagement Strategy
Proficiency + Trustworthiness + Sustainability = Customer Engagement Strategy
Generate a Series of insightful Op-Eds discussing relevant and interesting topics on investment, trading, finance, etc.
Establish CIO Vijay Valecha as the go-to source for finance/business/investment stories
Exploit readily-available platforms including radio, podcasts, digital, and video interviews
Expand regional media footprint: Use market-specific data as an angle to secure regional coverage
Boost share-of-voice & Industry recognition through regular flow of press releases
Align and package the brand’s ESG/sustainability efforts to draw media attention and recognition for ESG/Sustainability efforts by UAE authorities
3 key campaigns initiated by Century Financial were:
Over 1,265 media placements and 35 broadcast interviews, with exclusive Op-ed featured on Tier1 media
21.3 million+ estimated reach through print media placements and 2.7 billion+ estimated impressions through digital media
Over 90% of the media were now more likely to approach Century Financial for interviews and comments
Century Financial was nominated as the 3rd Best WorkplacesTM in the UAE among 50 SME, and also acquired Dubai Chamber Sustainability Network
Creating a platform that brought together investors, industry players, investment advisors and the media; Enabling them to access and communicate industry insights with ease
Communication tactics that strengthen a brand’s profile and position it as a key player in the industry
Creating awareness for a regional pioneer
