Building Financial Credibility and Media Authority in a Highly Competitive GCC Market
In 2007, Saxo Bank entered the GCC financial services market as a relatively new player, competing against long-established institutions with deep-rooted media relationships and strong regional recognition.
The financial media landscape was already saturated with commentary, insights, and announcements from incumbent banks, making visibility and differentiation a significant challenge for any new entrant. For Saxo Bank, breaking through this noise required more than announcements or product-led messaging. It demanded consistent, credible engagement that positioned the brand as a trusted financial expert rather than just another market participant.
To succeed in the region, Saxo Bank needed to establish authority, build long-term media relationships, and earn recognition as a reliable source of financial insight and market intelligence.
The primary objective for Matrix PR was to build awareness of Saxo Bank across the GCC and position the brand as a credible, authoritative voice within the financial services sector.
Establishing Saxo Bank’s profile and positioning it as a trusted financial expert in the region.
Increasing brand awareness across key GCC markets through sustained media engagement.
Strengthening relationships with financial and business media to secure consistent coverage.
Driving participation in relevant industry events to reinforce thought leadership and visibility.
Entering the GCC financial services market presented a clear credibility challenge for Saxo Bank.
The brand was a new entrant in 2007, competing in a region dominated by long-established financial institutions with entrenched media relationships. Business and financial journalists relied heavily on a familiar pool of sources, making it difficult for new players to earn trust or secure meaningful coverage.
At the same time, Saxo Bank had no operational track record in the GCC, no brand recognition among regional media, and limited visibility within the local business community. Breaking through this environment required more than announcements. It required consistent proof of expertise, relevance, and reliability.
The GCC financial services landscape was crowded with experienced providers who already enjoyed strong media mindshare.
Journalists maintained ongoing relationships with incumbent banks and investment firms and consistently received commentary, insights, and market updates from these established players.
This presented a clear opportunity for Saxo Bank. By positioning its leadership as informed, accessible, and data-driven market experts, the brand could penetrate the media ecosystem and establish itself as a trusted voice within the regional financial services conversation.
Matrix PR developed and executed a long-term PR strategy designed to establish Saxo Bank as a credible and authoritative voice in regional and global financial markets.
The focus was not on short-term visibility, but on building sustained trust with business and financial media. Gaining media buy-in was critical. Journalists needed consistent access to informed, relevant, and timely insights they could rely on. The strategy, therefore, centred on positioning Saxo Bank as a dependable source of financial intelligence rather than a promotional presence.
Matrix PR leveraged the bank’s internal expertise to support media demand for commentary, analysis, and perspective on market movements, commodities, and broader economic trends. By proactively supplying valuable content and expert insight, the campaign strengthened relationships with key financial journalists and embedded Saxo Bank into the regional financial news cycle.
Dissemination of weekly commodities and market reports to provide consistent, data-led insight to financial media
Op-eds and interviews authored by senior executives, reinforcing authority and thought leadership
Ongoing availability of expert commentary on industry and market developments for Tier 1 financial publications
* Disseminating weekly commodities reports to GCC papers and main online business and finance sites from Saxo Bank’s experts.
* Releasing monthly and yearly results of Saxo Bank to all GCC media.
* To reinforce Saxo Bank’s depth of expertise, Matrix PR coordinated the regular dissemination of commentary from multiple subject-matter experts across the organisation. These insights addressed market movements, global economic trends, and sector-specific developments relevant to regional audiences.
* A key annual activation included the release of Saxo Bank’s Outrageous Predictions, which was widely distributed across finance and business media in the GCC. This initiative generated sustained interest, debate, and coverage, further cementing the brand’s reputation as a thought leader and an informed perspective.
* Matrix PR proactively created interview opportunities for Saxo Bank experts during visits to Dubai and other GCC markets, facilitating direct engagement with top-tier business and financial media.
* In parallel, the agency maintained continuous outreach to journalists seeking expert commentary, ensuring Saxo Bank specialists were regularly featured in relevant articles, analyses, and news coverage. This ongoing engagement positioned Saxo Bank as a go-to source for credible financial insight across the region.
Matrix PR's communications strategy significantly strengthened Saxo Bank’s profile in the regional financial landscape, positioning the brand as a credible and reliable source of financial insight for GCC media.
By consistently localizing key messages and news announcements, the campaign reinforced Saxo Bank’s relevance across individual GCC markets while building sustained visibility with business and financial journalists.
* Consistent presence across mainstream print media, driven by commodities reports, expert commentary, and financial updates.
* Recognition by Media and Industry.
* Increased visibility and credibility resulted in regular inbound media inquiries from leading business and financial outlets seeking expert insight.
* Strong and sustained coverage across key online business and financial publications throughout the GCC.
* Ongoing media mentions are generated through weekly commodities reports, as well as monthly and annual financial results announcements.
Investment in Media Relations Pays Off!
Creating a platform that brought together investors, industry players, investment advisors and the media
Creating awareness for a regional pioneer
