SGX FX Thought Leadership Campaign Drives Global Brand Awareness

Our Work > SGX Group

A creative communications campaign surrounding T+1 updates to profile SGX FX as thought leaders in the Singapore media and beyond

SGX FX wanted to increase brand awareness of two of their proprietary brands BidFX & MaxxTrader in Asia, with a specific focus on Singapore. To do so, they needed a strategic and impactful executive profiling campaign.

Client

Service(s)

Campaigns & Content PR & Comms

Sector(s)

Capital Markets Market Infrastructure

The Challenge

To transform SGX FX spokespersons into authoritative voices, it took a team with a deep understanding of trading and market infrastructure to spot conversation gaps in the Asian media where SGX FX could assert their strategic and unique perspectives. T+1 was not yet a big topic of conversation in the market or among journalists in Asia, and with that advantage, the campaign was born.

Our Approach

Using T+1 as a timely news hook, we developed a media relations campaign using the countdown around the US’s shortening of the settlement cycle to spotlight the impacts on traders in Asia, providing a showcase for SGX FX’s expertise and perspectives.

Our campaign was grounded in a true understanding of SGX’s audience – we were able to identify this newsworthy trend early to establish SGX as a prominent, authoritative and persuasive industry voice. By executing tactics including thought leadership articles, interviews and an always-on press office, we created a bigger brand for SGX FX, one better understood by their target audience.

Results we’re proud of

20

pieces of key trade coverage secured

5

top tier international hits

1M+

audience reach

All in the details

Striking while the iron’s hot

We crafted compelling stories at speed, while riding the media buzz around T+1.

Media recognition

With 20 pieces of trade coverage and 5 top tier hits, we established SGX FX as a ‘go-to’ source for hot topic commentaries.

Real business outcomes

Boosted global brand awareness, in support of SGX FX’s growth strategy.

“They’re a highly responsive team that’s always on the lookout for us.”

Christopher See
Marketing Director, SGX Group

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