Case Study
Introducing the World’s Risk Intelligence to American Newsrooms
At a Glance
- Client
-
Coface
- Company Type
- Professional Services
- Headquarters
-
France - Campaign Period
-
3Months
(Ongoing)
The Outcome
- Industries
- Fintech
The Value We Created
-
50
Tracked Media Placements Across Business, Trade and Financial Press
-
700+
Additional Syndications
-
15+
Distinct Media Verticals Reached, from Agriculture to Insurance to Supply Chain
The Challenge
Coface is a publicly listed French company and global leader in trade credit insurance, operating in 100 countries with solutions for businesses navigating international trade risk. Despite 80 years of global history and deep expertise in macroeconomic risk, Coface had never run a U.S. media campaign. Their North American expansion was accelerating, with a rebuilt leadership team and a growing Business Intelligence product deepening their footprint in the U.S. trade credit market, but brand awareness didn’t keep pace and they had virtually no U.S. media presence. In B2B financial services, media coverage is often the first signal buyers and partners look for, so a company expanding aggressively into a new market needs proof points to back it up.
Where CVM Came In
CVM built Coface’s U.S. media presence from the ground up, centering the first campaign on Coface’s North American economist and North American CEO. Rather than leading with the Coface brand, CVM led with expertise and data, positioning the experts as the source journalists needed to understand tariffs, supply chain disruption and global trade risk. That meant moving quickly on breaking tariff news and mapping each expert’s credibility across the specific industries reporters were already covering, from agriculture to insurance.
Here’s How We Did It
We made Coface’s North American Economist the source reporters call.
We built a media presence for Coface’s North American Economist around his knowledge of tariff economics, trade policy, and macroeconomic risk. We established his credentials with reporters across agriculture, supply chain, apparel, construction and finance. Those relationships have now led reporters to turn to Marcos when they need a source for stories on tariffs.
We capitalized on breaking news with a rapid-response campaign.
When we had a stipulation of upcoming breaking news, CVM moved fast, securing the economist media briefings with publications including the Associated Press right before and during the news cycle. That result was a dozen unique stories and over 700 syndications across mainstream business and trade outlets.
We amplified Coface’s proprietary risk intelligence data.
CVM packaged Coface’s research into press releases designed for the U.S. business and trade press, landing coverage in outlets like Forbes and Yahoo Finance that put Coface’s data directly in front of the C-suite audiences most likely to become clients.
We built the CEO’s executive profile in U.S. trade and insurance media.
Alongside the economist-led effort, CVM ran a parallel executive visibility track for the North American CEO, securing profile placements in Insurance Business Magazine and Business Insurance, generating coverage in Coface’s core insurance vertical.
We built a multi-sector commentary engine across verticals.
Rather than limiting Marcos to one beat, CVM mapped his expertise across agriculture, apparel and retail, construction, supply chain and wine and beverage, establishing Coface as a credible voice on global risk regardless of the industry the reader served.
Where Coface Showed Up
Tier 1/Business Press
Finance & Supply Chain Trade Press
Cross-Industry Vertical Press
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Want to turn your experts into the voices reporters trust?
If your company has the expertise and we have the relationships, we can put your economists, executives and analysts in front of the journalists who cover your industry’s narrative, before your competitors get there.