Editorial strategy to establish global carbon exchange in target media

Brief: Although ACX was already a pretty established exchange in a young, fast-evolving and volatile market, it was yet to find its voice. Momo was tasked to ensure ACX emerged as the ‘voice of reason’.

Our Approach:

• Strategic Communications: Mainstream journalists were not too familiar with the sector: the voluntary carbon market was often misunderstood and not written about often nor fairly by the tier 1 media. Momo introduced the company’s executive to key tier 1 and trade journalists and planted the seed for a longer-term discourse with the media.
• Specialist Content Writing: Our content team produced a series of thought leadership articles and highlighted the in-depth knowledge that ACX executives could offer, to further strengthen vital connections with the specialist media.

Results: The positive coverage in the media has greatly increased. ACX executives have been featured as commentators, interviewees and subject of full articles by outlets including the FT, Bloomberg, Finance Asia, Gas Strategies, Carbon Pulse, Environmental Finance and more. The exchange went on to win the title of best exchange at the Environmental Finance Awards for the second year running.