Xynteo: Talking sustainability with business leaders

CHALLENGE

Xynteo is a relatively small consultancy with a huge purpose – working with businesses to transform themselves and the systems in which they operate for sustainable and inclusive growth. Xynteo recruited Brands2Life to raise awareness of this purpose. This centred around its annual industry event, Xynteo Exchange, and the launch of its second annual report, Europe Delivers, which revealed how CEOs and senior leadership can deliver sustainable growth. The focus needed to be on hard hitting earned media strategy across national, business and sustainability media.

APPROACH

We delivered an earned media strategy designed to engage national media and top tier business titles across Xynteo’s three key European markets. We created a new narrative for media pitches and feature packages to communicate its purpose and vision for leadership in Europe. Topics and comment ranged from ‘moving to a circular economy’ through to ‘more sustainable investment’ and ‘the future of food and agriculture’.

We also launched the findings from its Europe Delivers report to media with opinion pieces around its recommendations. Exclusive national media attendance was secured with The Daily Telegraph at the Xynteo Exchange event in Norway, including interviews with key event speakers and contributors to the report, in addition to Xynteo’s CEO, Osvald Bjelland, and Philip Smith, VP and COO, Europe Delivers, Xynteo.

IMPACT

Our earned media strategy secured 29 pieces of coverage across the UK, Germany and the Netherlands. This included a live interview on BBC News’ Worklife programme, focused on Xynteo’s Europe Delivers report and business sustainability, and print coverage in The Telegraph. This profiled Ikea’s attendance at the Xynteo Exchange and its drive towards a more sustainable business.

The report and associated thought leadership articles were also covered in leading German business titles Manager Magazin, Wirtschaft & Ethik Magazin and Finanzwelt as well as Business Green, Edie.net and CEO Today. Comment on the circular economy also featured in The Times Raconteur. Additional interviews were also secured with Handelsblatt and Die Welt in Germany, and The Times and Bloomberg in the UK.

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