Changing perceptions of CPP Group PLC
Client
Services
- Corporate PR
- PR
- Media relations
Sectors
- Corporate & Financial
CPP Group PLC faced a persistent reputational challenge rooted in historic negative PR, which continued to surface in media coverage and hindered relationships with investors and business partners.
Using an audience insight-led approach, Aberfield identified key themes that resonated with financial services stakeholders, including global market reach, business growth, financial performance, technological innovation and strategic partnerships.
We paired these insights with media intelligence that revealed a strong appetite for UK-based export success stories in the media, particularly those driven by technology. From this we developed a perception change campaign anchored in a global communications framework. This structure allowed us to consistently communicate stock market-listed CPP’s international expansion, technological capabilities and organisational transformation.
Results
-
0 - pieces of media coverage generated in the first year
-
0 - pieces of coverage included at least one positive key message
- Minimal
- reference to historic reputational issues in coverage
- Winner
- of the Yorkshire Post ‘Excellence in Business’ Award for ‘Turnaround’ business
Key Insight:
Focusing on CPP’s global success in markets like India and China was critical to reshaping its UK reputation.
Sharon Johnson“Aberfield quickly established themselves as a trusted partner, whose expertise in PR and influencing an external audience was instrumental in turning media sentiment of the company around. They particularly excelled in deciphering a complex corporate narrative, turning this into a compelling growth story with clear messaging targeted at the right audiences aligned to the commercial aspirations and PR goals of the organisation.”
Global Head of Communications, CPP Group PLC
