Anaplan, the planning cloud, wanted to develop their positioning in the UK press, to reflect the ambition of the business and strong understanding of the market in its leadership team, with a particular focus on CEO Fred Laluyaux, CTO and founder Michael Gould and UK MD Ian Stone.
We employed tactics around story development, profile positioning and thought leadership content development to raise the profile of Anaplan in the UK. Since we were appointed, we have worked with Anaplan to launch its new office in York as a launch pad for Fred and Michael with the UK press as well as regular profile opportunities for Ian in the UK and Ireland. Earlier this year, we also worked with Anaplan to secure coverage around its Series E funding round, taking the company to unicorn status.
Our expertly balanced approach of profile pieces and engaging thought leadership content has generated media coverage highlights, such as video coverage on the International Business Times following the launch of its new office as well as a raft of trade coverage, including a joint profile piece in IDG Connect. Most recently, the Sunday Times ran a full page feature piece, proactively pitched by Brands2Life, featuring Fred and customers from EAT and Kimberley Clark.
Anaplan’s Series E funding announcement delivered coverage in national, regional and trade coverage in The Times, Financial Times, Business Insider, IDG Connect and the Yorkshire Post, with briefings held with the majority of our tier one media. In total, we secured more than 20 pieces of coverage to support the news.
Ultimately, since we started working with Anaplan it has seen a significant shift in recognition in the UK media.