Kx Systems

The requirement:
In the financial industry, technology plays a critical part in an institutions ability to have a competitive edge. Consequently, many financial institutions are reluctant to publicly announce their business relationships with vendors. This results in a reduced news flow for our clients, decreasing the frequency of press releases, which is the standard way of getting media coverage. This is a hurdle we have to overcome for many of our clients.

So, how do we at Moonlight approach this?  How do we achieve the client’s aim of increasing awareness, whilst positioning then as a trusted and innovative thought-leader within the industry, at the forefront of hot discussions? 

One such client is Kx Systems, used by most of the largest banks in the world, as well as hedge funds and exchanges, to process vast quantities of data at very high speeds.


The results:
Due to the lack of news flow, Moonlight proactively sought out topics on which Kx could comment and utilised our strong relationships with journalists in both the mainstream and trade press to position Kx’s chief strategist, Simon Garland, at the heart of the industry. This resulted in many of the journalists turning to him for insight and opinion on all aspects of the industry, not just on Kx’s areas.  Together with providing opportunities for face-to-face interviews whenever Simon is in either London or New York, this approach has paid off and resulted in a fantastic level of coverage in printed and online media since 2008, such as the Financial Times, City A.M. and Risk Professional to name a few.


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