From Crisis Response to Market Leadership

Key takeaways:

• An initial crisis management engagement was transformed into a brand building program.

• EDI was positioned as an advocate for fair competition and customer value.

• Alongside this advocacy, its product, market and business development successes were highlighted.

• The resulting press coverage included highlights of new products, strategic alliances and growth into new markets,

• Overall, EDI was perceived as a purpose-driven, successful brand, as reflected by substantial media coverage.

1. Strategic Advocacy: Massing PR positioned Jonathan Bloch as a leading voice on the issue, preparing him for media interviews and providing detailed commentary on the LSE’s plans. This included highlighting his legal background and his commitment to fair competition.

   
   

2. Product as a Response: The campaign’s most critical element was the strategic launch of EDI’s own self-sourced UK Corporate Actions data service. This move was not just a product announcement; it was presented as a direct, principled response to the LSE’s actions. The messaging emphasized that EDI’s service was a "like-for-like" replacement that would not impose the "restrictive distribution arrangements" that were a major pain point for clients.

   
   

3. Thought Leadership & Partnerships: In parallel, the campaign continued to publicize EDI’s other successes, including its partnerships with AIM Software, GlobeTax, and CounterpartyLink, and its expansion into emerging markets. This consistent news flow ensured that EDI's brand was not defined solely by its opposition to the LSE, but by its overall innovation and market value.

• High-Impact Media Coverage: The LSE fee dispute and EDI’s new product launch received extensive coverage. Media outlets not only reported on the new service but also framed it within the context of the LSE's actions, amplifying EDI's message. Publications noted that EDI’s new service "introduces a new competitive market".

• Established Market Leadership: The campaign successfully positioned EDI as a disruptive force and a credible challenger to established exchanges. By launching a superior, customer-focused alternative, EDI demonstrated its commitment to the industry and earned a reputation for being an innovative and principled partner.

• Expanded Product Offerings: EDI successfully launched the Worldwide Initial Public Offering (IPO) Database, a service for investment banks to track IPOs in 74

• Driving Operational Efficiency: Press coverage consistently emphasized how EDI's solutions helped financial institutions save time, reduce manual errors, and minimize risks associated with back-office processes. The EDI UK Tax product, in particular, was promoted as a cost-effective data feed for tax professionals, designed to save time and reduce errors in preparing individual tax returns.

• Strengthened Brand Narrative: The crisis management campaign reinforced the core tenets of Massing PR's approach: building a brand with a purpose. EDI's advocacy for fair competition and its dedication to client value became the substance of its brand, which was powerfully and credibly validated by extensive media coverage.