Speaking with authority to futureproof the complex financial services sector
The global financial crisis of 2008 revealed the hidden interconnectedness of the financial system, leading to a $20 trillion loss for the world economy. This was then exacerbated by the Coronavirus pandemic, which further highlighted the delicate nature of supply chains and trade networks.
FNA is a deep tech firm founded by Dr Kimmo Soramäki, one of the world’s leading economists, with a mission to make the financial system safer and more efficient. At its core is unique simulation technology that enables clients to stress test the impact of multiple scenarios, such as the deployment of a Central Bank Digital Currency (CBDC), or measures to improve banking liquidity. Through building a digital twin of its ecosystem, clients can better understand the impact of their decisions and move forward with confidence.
FNA partners with the world’s leading central banks, financial institutions and national security organisations.
After a significant investment from one of its leading partners, FNA approached Element to build its global brand awareness and establish a thought leadership position in the complex and volatile financial markets.
By its nature, the financial services market is a complicated web of relationships, products, solutions and regulations. It is also incredibly noisy, as each corner of the market seeks to be heard.
As a first step, Element mapped the media landscape, spanning broadcast, national, international, business and trade media – and the most influential journalists across these verticals. Financial services is among the most widely covered industries, but a one size fits all approach to media relations would not generate results for a firm bringing complex solutions to an even more complicated market.
In response, Element developed core themes that aligned to FNA’s proposition and business objectives, including liquidity optimisation, CBDCs, and interconnectivity. Armed with this, Element developed an outreach plan built around:
In order to appeal to these varied audiences, Element required a deep technical understanding of FNA’s solution and the global financial services system, underpinned by an ability to turn insights from FNA’s leadership team into both technical content for industry media and news-worthy high-level angles that would appeal to a more mainstream audience.
Though Element’s national and international media relations, Kimmo and Phillip have held briefings with journalists from trusted outlets including Bloomberg, CNN, the Financial Times and Reuters. Kimmo is also a trusted guest on the BBC, appearing on World Service television to discuss breaking news around Central Bank Digital Currencies.
FNA and its leadership team are also regular contributors in the trade media, with a regular flow of opinion editorial articles in publications including The Banker, Global Risk Regulator, International Banker and more.
Anthony Harrison
Chief Marketing Officer at FNA
