We took a campaign-led approach, blending: strategic messaging development; content generation for marketing, editorial, digital and internal assets – including a research report and thought leadership – for amplification across owned and earned channels; influencer engagement (media and analysts); and direct marketing.

Differentiation of IPF against market-leading solutions with an engaging narrative to prompt prospects to speak with the sales team.

Our focus? Unexplored opportunities associated with payments transformation (e.g. new products and value-add services like data monetisation).

This strong base allowed us to build compelling campaign-themes. Creative and thought-leadership campaigns allowed Icon to ‘own the narrative’ on key topics and build visibility.

Top-tier banking executives at key prospects were engaged in the research, ensuring visibility for Icon. The campaign to promote the report / drive downloads included a launch press release, influencer briefings, op-eds in top-tier media and a direct mail campaign. An animation was developed to simplify understanding of IPF. It was shared through social channels and online, as well as on Icon’s booth at key trade shows.