FIS: Building editorial authority worldwide
Global financial technology leader FIS needed to make its new positioning unmissable to C-suite decision-makers across eight global markets — and drive measurable brand lift at the highest levels. Together, we launched a thought-leadership blitz with top-tier publishers that married scale with surgical precision to embed the brand in the world’s most trusted editorial voices. The campaign delivered exceptional lifts in awareness, favorability, consideration and trust, setting a new standard in the financial services industry.
In B2B, trust is the new currency. And trust has to be earned. To earn the attention of top fintech decision-makers, we embedded deep FIS executive thought leadership where they seek insights — in the world’s most trusted business media. The result? Engagement was off the charts, and trust in FIS soared double digits.
Engineering editorial authority
Our mandate was to turn brand repositioning into editorial authority that translated to trust. Rather than product-driven messaging, we walked the talk and led with executive voices — activating twelve leader-authored articles on finance, AI and digital transformation, tackling the timely, high-stakes topics shaping the industry. Placements spanned top global business platforms, reaching the audience where they actively seek innovation. Each execution tied back to FIS’ positioning, “Bringing the World’s Money into Harmony,” making the promise visible and credible at every touchpoint.
Orchestrating attention at scale
The campaign rolled out across seven premium partners: LinkedIn, AdDaptive and five tier-one publishers — Bloomberg, WSJ, FT, The Economist and Forbes. Assets were sequenced across digital video, programmatic and sponsored content, driving to a dedicated landing page that maintained cohesion across the campaign.
When attention becomes trust
Authority-driven placements and cumulative exposure delivered extended time-on-page and strong video completion rates. A LinkedIn Kantar study confirmed major brand lift at the highest levels of the market:
AI and Digital Transformation content achieved a 1.17% CTR — four times benchmark. Video completion rates topped 55%. Across key content themes — including Core Banking and Digital Solutions — performance exceeded expectations by 60–75%. Risk-focused content on WSJ and Bloomberg beat CTR benchmarks by 160% and time spent by 40%. These results reflected not just visibility gains, but measurable increases in credibility among senior decision-makers.
Brand trust fuels market advantage
This campaign demonstrates the power of shifting the role of brand from one of support to one of true commercial impact. By leading with executive voices and embedding FIS within the most credible editorial platforms, we helped transform repositioning into trust and market momentum. Media investment became lasting brand equity — elevating FIS to must-watch authority in global finance. “Bringing the World’s Money into Harmony” moved from promise to proof in the environments C-suite leaders trust most—positioning FIS for sustained leadership in a trust-driven B2B market.