In 2010 SunGard's Financial Times coverage increased threefold from 2009 levels.
The Challenge
SunGard Financial Systems provides technology across the entire spectrum of the capital markets, from front-office trading in emerging markets to wealth management systems in the US and Europe. It requires PR support across all its business areas to position its spokespeople as experts in their field and the company as a leader in industry developments.
Our response
We work closely with SunGard's marketing teams across the world to align their internal campaigns and news with current industry trends, including the development of capital markets in emerging economies and regulatory issues such as Basel III, Solvency II and Dodd Frank. With our strong network of contacts in the financial media and trade press, we have developed relationships between key journalists and SunGard spokespeople that result in them consistently being called on for comment. We co-ordinate our work internationally with SunGard's agencies in the US and Asia. We also support the company around major industry events, including Sibos and SunGard's own annual flagship conference in London.
Results
Since we started working with SunGard in 2003, coverage and awareness of the business in tier one media have grown consistently. In 2010, SunGard's Financial Times coverage increased threefold from 2009, and the volume and significance of mentions across all media grew across all parts of the business. SunGard spokespeople now have a prominent position in all the major debates around financial services.
