Challenge: The primary challenge for FXCM was that in a competitive Australian market, it had virtually no media profile and yet it has distinctive characteristics. To the process of FX trading, FXCM provides extensive research, software to make trading more streamlined and the power of its large global client base to give trading direction predictions. An important point of difference is that FXCM is a transparent broker, being neither a market maker nor interposing its own dealing desk between clients and the market. The communications challenge was to establish a media platform for FXCM to make its competitive differences more widely appreciated.
Strategy: Given this challenge, the starting point for our communications strategy was to work with the quality output of the FXCM research team. This gave us the raw material we needed to shape for the media. Components of the strategy combined converting FXCM research information into news and combining this with the logistical power of our targeted distribution system. Our media reach perspective was across print, online, television and radio..