Need

A company started by Wall Street veterans looks to change the way a key segment of the consumer lending industry addresses a big problem – but first they need to communicate why a new approach is needed.

Story

By leveraging the larger consumer problem – and its social policy implications – the story expanded from coverage in specialized trade media to high visibility business and consumer media.

Outcome

By creating positive media coverage – and avoiding negative coverage – the client found ways to communicate its momentum…and explain why its better mousetrap really is better.

Why not leverage public policy and consumer issues to your benefit?