Findex, one of Australasia’s largest privately-owned providers of integrated financial advisory and accounting services, was undergoing an organisational shift with co-founder and CEO Spiro Paule taking on a new role as Managing Director and two company stalwarts coming in as Co-CEOs. As part of the shake-up, Findex refocused its strategic direction for further expansion by earmarking their financial planning and wealth divisions as the top growth area.
To support the business’ objectives, communications/PR was a crucial lever in raising Findex’s profile and helping meet its ambitions. However, to add complexity to this, the financial services sector is largely dominated by the big four and securing quality Tier 1 coverage (e.g. AFR, The Australian) had historically been challenging for the organisation.
HAVAS Red’s role was therefore to identify new ways to create engaging news moments that would translate into Tier 1 coverage and in the long-run.
Our PR push was geared towards achieving key business goals – raising executive/brand profile in Tier 1 business/financial segments and establishing Findex’s position among industry players and consumers as a thought leader in the wealth building arena.
As part of this HAVAS Red created a series of owned, personal finance-led research that tapped on the current news/cultural agenda and created a platform to demonstrate Findex’s expertise in wealth management. We also leveraged the research and consistent business announcements (CPO, CFO appointments, acquisitions) to make in-roads with AFR (Findex’s north star).
130+ pieces of coverage across trade andmainstream
3 pieces of owned research which was leveraged across owned and earned platforms
Over 20,000,000 cumulative reach
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HAVAS Red
