Challenge

To launch Plural – a new investment platform set up by a group of remarkable European founders, Taavet Hinrikus (Wise), Sten Tamkivi (Teleport), Ian Hogarth (Songkick) and Khaled Helioui (Bigpoint) – amidst a very competitive and crowded VC sector.

Action

Plural is not just another VC. Set up by founders for founders, Plural brings a new edge to investing. The entrepreneurial experience of the Plural founders sets them apart from other VCs. Working closely with the founding investors, we developed a fresh and bold narrative centered around the founders as Unemployables – mission driven and unable to work for other people – and their “scar tissue” which we hoped would set them apart as investors and give something fresh to journalists to explore. Careful preparation of interviews in the weeks up to the launch led to widespread coverage across top tier titles in Europe and the US. Linking the launch of this platform to the impact founders can make in starting businesses and the needs of wider European tech ecosystem were key pillars of our strategy.

Result

We made a splash with coverage across international, national and specialist tech and VC publications, reaching audiences in the UK, US and Europe. Top-tier business publications including FT, Bloomberg, TechCrunch, Reuters, Sifted, Crunchbase News, Les Echos and Gründerszene covered the launch and the Plural team was on high profile business shows Sky News – Ian King Live and CNBC – Squawk Box Europe.