The client is a UK business connectivity provider. Its research found that nearly half of UK businesses have had a fault where no supplier would take responsibility, a finding that speaks directly to a frustration its buyers recognise.
Research only works if journalists have time with it. Sent on the morning of launch it competes with everything else in the inbox; sent under embargo a week early it can be read, checked and planned into the schedule.
We briefed the findings under embargo to 93 journalists at 45 outlets a week ahead, then pitched a second wave on launch morning to 67 more.
Telecoms.com was pitched in both waves and ran the findings the same day, to 123,000 monthly readers. Datacentre Solutions and three more titles followed.
A finding people recognise, given to the right journalists with enough time to use it. The week of embargo did the work: by the time the news was public, the titles that mattered had already read it and decided to run it.