The challenge
Saxo is a market leader in online investing worldwide. In the Netherlands, the company serves a large and diverse group of investors. Saxo wants to reach them with informative and thought-provoking content. The aim is not just to be top of mind, but above all to be recognised as the authority on investing and the economy.
The approach
Hibou developed an integrated PR strategy focused on structural thought leadership. Not one-off campaigns, but a continuous presence in the media through relevant, substantive contributions. We secured regular column slots in leading (trade) media and made sure there was a smart mix of topical news and timeless insights. Through daily contact with financial editorial teams, Saxo’s strategists could respond directly to the news. We also introduced the monthly ‘Saxo Market Sentiment’ survey: a strong, substantive benchmark for investors and media.
The results
Saxo has become a go-to source of analysis in the Dutch media landscape. With several regular column slots, a weekly contribution in a national daily newspaper and multiple monthly appearances on radio, its presence is both consistent and high quality. Journalists actively approach Saxo’s experts, not for quotes, but for insight. As a result, Saxo is firmly on the map as a thought leader in the financial sector.
