Raising ECOMMPAY's awareness in the UK as a leading fintech ecosystem

The UK’s fintech landscape has been booming in the past few years, with many emerging players in the space. While already an established payments business in Europe, ECOMMPAY wasn’t as widely known as it wanted to be. Our campaign focused on raising the company’s awareness in the UK across sectors and positioning it as a leading fintech ecosystem that’s helping to grow merchants’ businesses.

ECOMMPAY is an established fintech ecosystem, acting as an international payment service provider and direct bankcard acquirer that allows merchants to make online payments and payouts globally. While established in 2012 and headquartered in London, the company hadn’t seen the media share of voice it was after and wanted to increase its awareness in the competitive and growing fintech landscape both in the UK and Europe as a whole.

Our strategy focused primarily on raising awareness of ECOMMPAY in key fintech, payments and retail media to demonstrate its expertise directly to its target audience. As a secondary objective, we also sought to help improve consumer understanding of fintech innovations and insights, such as understanding of open banking, research on cross-border trade, insight on data-driven approaches in payment scenario building and more, positioning ECOMMPAY and its Executive Director UK and Western Europe, Paul Marcantonio, as trusted advisors and providers for these and a great way for merchants to grow their business.

We implemented a diverse press office program to achieve these objectives. We distributed a regular cadence of press releases on new products and services being offered by ECOMMPAY to show its business momentum, while simultaneously running an ongoing thought leadership and commentary program to show ECOMMPAY’s industry knowledge.

To supplement this, we engaged with regular news hijacking too, following developments such as the UK’s change of the contactless card limit to £100, and used market research to reverse engineer the agenda, creating a whitepaper on the changing payment landscape post-Brexit and using its findings to drive top tier media coverage.

Our strategy has helped ECOMMPAY take back share of voice in the UK fintech sector and has raised its profile in the media as a payments expert. Coverage secured so far includes a broad range of articles in key titles, such as: CityAM, The Daily Telegraph, MSN, FinExtra, The Fintech Times, The Paypers, PYMNTS, Financial IT, Global Banking and Finance Review, TechRound, Verdict, and more.

Having had success through media awareness, we are also now diversifying into analyst relations and awards, creating third-party credibility for ECOMMPAY’s solutions through briefings with analyst houses such as Gartner and Forrester, and entering the FS Tech Awards.

In less than one year we generated more than 75 pieces of UK media coverage across national, retail, fintech, payments, and business verticals. We also positioned Executive Director of UK and Western Europe, Paul Marcantonio, as an industry expert.

“The PHA Group has been a huge support to the ECOMMPAY team in helping build our brand awareness across a number of industry verticals including mobility, ecommerce, travel and hospitality. They have also helped to further establish ECOMMPAY across the media landscape as a global fintech ecosystem with a global presence, local expertise, and an expert approach to our clients needs. We are grateful for their hard work and look forward to our continued work together.”
Paul Marcantonio
Executive Director UK and Western Europe
Get in touch with the team