Rob Gardner is an entrepreneur and author on a mission to demystify financial planning for everyone. He believes every child has the chance for a financially secure future, with the right education, as long as the seeds are sown early enough. The campaigner – who is passionate that financial education should be on the primary school curriculum – was already working hard to make this happen, through his charity RedSTART and his book Save Your Acorns.
However, outside of the pensions industry no one had heard of him or the work he was doing.
That needed to change.
Our strategic profiling campaign has helped to develop Rob’s personal brand in the mainstream. So much so that he is now asked for comment on financial education topics and is a regular guest on channels such as BBC Radio London.
We were building his profile from scratch, and so to start we analysed Rob against competitor brands and individuals in order to give him an authentic and ownable personal narrative.
With this in hand, we strategically identified key moments when media would be talking about financial education to piggyback on stories – such as for World Savings Day where Rob gave a copy of his book to every single London school – in order to create the right Google footprint for him, before going after the bigger hitters.
Our campaign has achieved coverage for Rob across multiple titles, from landing a four-week ‘Savvy Savers’ exclusive series in the Daily Mirror, to amplifying Rob’s TEDx talk where we spun a news line from the video to generate coverage on the likes of Sky News, MailOnline, Sun Online and Mirror Online. Stay tuned, there’s lots more to come.
“I’d heard great things about Munch and they have more than lived up to expectation. They understood my passion for financial education for children from the get-go and I have loved their creativity and tenacity to help me reach my goals.”
“The team is incredibly hard working and focused. They are experts at what they do and are awesome at telling my story in a way that’s making an impact. These guys are a PR agency you can rely on to get the results they promise.”
Rob Gardner - CEO and founder of Redington, RedSTART and MallowStreet