Case Studies

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LCH Clearnet

London, UK

LCH.Clearnet is Paragon’s first and longest-serving client. As the world’s largest clearing house for interest rate swaps, it already had a powerful position with the sell-side community. The emergence of mandatory clearing for the buy-side presented a new challenge and fresh competition from strong and established U.S. services. Paragon helped frame the positioning and messaging, and has worked successfully on both the public relations and marketing side of the LCH business.

Full case study

ISSUE: Mandatory clearing of OTC derivatives was becoming widespread, initially in the U.S. but then in Europe and elsewhere to follow. LCH needed to protect its existing market position, capitalize on the new opportunity, and also ensure that its highly-respected risk management approach was not weakened.

APPROACH: Under the oversight of the global head of marketing, Paragon worked closely with the senior management of LCH to develop the key messaging that would underpin the campaign to target the buy-side clearing community. In the early stages of the program, Paragon successfully targeted top-tier media and created press opportunities that enabled LCH and its SwapClear swap clearing service to be seen as industry leaders. Since then, Paragon has worked with more than a dozen of the clearing house’s senior management across a range of marketing initiatives including public speaking briefings, video scripts, ‘thought leadership’, marketing brochure, sales decks, HTML blasts and numerous other initiatives over the past four years.

IMPACT: Paragon has worked seamlessly with the LCH marketing and executive team to play its role in helping the firm achieve an ~80% market share in client clearing of interest rate swaps, while building the recognition, relevance and respect of other LCH services.

Sage Advisory

Austin, TX

Sage Advisory is widely recognized as a leading provider of fixed income, ETF and liability-driven investment strategies. Following a prolonged period of positive media exposure, Paragon has successfully positioned the firm as an authoritative, independent and opinionated voice of the industry through a broad-based thought leadership and public relations program.

Full case study

ISSUE: Sage Advisory, a Texas-based asset manager with more than $11B in AUM, sought to raise its profile and reputation in the institutional investment space to attract new assets.

APPROACH: Paragon initially established a newly refined brand for Sage, including writing and facilitating production of a new corporate brochure, aligning all collateral with the new brand and creation of a corporate logo. This was followed by a comprehensive and sustained media campaign to drive awareness and understanding of the value Sage provides to ETF and fixed income investors.

IMPACT: An ongoing media push over the past three years has resulted in over 200 major and trade media placements in influential press, as well as several awards. The President & CIO has spoken at numerous industry events, including a roundtable one-on-one keynote discussion at the Tabb Fixed Income Conference in New York in January 2015. In Q4 2015, Paragon secured a placement for Sage at Barron’s ETF Roundtable, which resulted in a headlining video interview.

Symbiont.io

New York, NY

Symbiont is a pioneer in the creation of smart contracts on the blockchain. This innovative and disruptive approach to delivering cost-effective, safer and more efficient market infrastructure required a high level of market education and media engagement. Paragon targeted key influencers in a patient but effective campaign to position this new but highly influential brand.

Full case study

ISSUE: With the launch of the first smart contracts on the blockchain, Symbiont was ahead of its competition but still relatively unknown and needed to establish its brand.

APPROACH: Paragon recognized that the Symbiont brand and leadership was not as widely known as some competitors. Rather than focus on showmanship, Paragon worked with the Symbiont team to better educate the media and stakeholders on the benefits of smart contracts. Therefore, when actual news took place the media would be better informed. This process began with the coordination of a media launch of the first smart contracts in August 2015, attended by a large number of major “tier-one” and leading industry trade media outlets.

IMPACT: Numerous top-tier media including Bloomberg, The Wall Street Journal, Financial Times, Institutional Investor, American Banker and Waters Technology have written about Symbiont and its leading role in the introduction of smart contracts. This has laid the foundation for an intense media campaign following several expected major announcements in 2016.

Quantitative Brokers

New York, NY and London, UK

Quantitative Brokers (QB) is a leading provider of independent best execution algorithms in the futures and fixed income markets for the buy and sell-side. While the quality of their offering is widely known in the futures markets it is relatively new to the cash fixed income markets, introducing a more sophisticated approach to trading. Paragon delivers a level of expertise to the QB team that is helping increase awareness and impact their market position in the cash markets through a series of educational and influential media and analyst interactions.

Full case study

ISSUE: Quantitative Brokers (QB) is widely known and respected in the futures markets, where its independent, best execution algos are providing significant value to a growing number of major buy-side participants. In the cash markets, there are a number of structural challenges that require education and influence as QB seeks to deliver the same value to OTC participants.

APPROACH: Paragon has embarked on an integrated public relations and marketing campaign to increase the level of awareness of best execution in the fixed income markets. As well as positioning QB’s management as “thought leaders,” Paragon is educating media on the ground-breaking strides that QB is making in introducing algorithms to the buy-side in this asset class. Media engagement is even more intense around key announcements, a number of which are planned for 2016. Due to Paragon’s efforts, QB has been featured in major media outlets, including profiles in Euromoney and Waters Technology. Paragon also provides comprehensive marketing support, refining QB’s branding and positioning, managing its client communications, creating branded premiums, managing social media, and providing event support.

IMPACT: QB has broad name recognition across the futures and fixed income markets and is well-positioned to capitalize on the growing awareness in the OTC cash markets of the benefits of price transparency, algo trading across real-time trading books, and transaction cost analysis.

Tera Group LLC

New York, NY

Tera Group LLC signed with Paragon to communicate the firm’s Swap Execution Facility (SEF) through an integrated communications program. Paragon’s industry experience was vital in Tera Group’s navigation of the evolving regulatory landscape throughout 2014, and the company’s pioneering role in bringing formal protocols to bitcoin. Paragon secured coverage in top tier media and key bitcoin publications to reach a wide array of audiences, explaining the finer details and complexities of the product releases.

Full case study

ISSUE: Tera was a newcomer to the competitive SEF marketplace, and needed to establish a foothold against entrenched competition. In essence, this required Tera to become quickly and widely recognized, as well as to be seen as relevant to a dealer community that was, at the least, lukewarm to the arrival of new and competing SEFs.

APPROACH: Paragon carefully formulated an integrated communications program targeted at the primary media covering the sector. The success reached a peak around the announcements of two notable transactions, which generated very high-profile and widespread media coverage. As well as an intense public relations campaign, Paragon worked closely with Tera’s in-house team to upgrade the corporate and product messaging, rewrite sections of the website, create sell-sheets and post content.

IMPACT: Paragon delivered the results that Tera needed to remain relevant to the evolving SEF marketplace but the change in its business required a switch to a more focused, bitcoin-only strategy as Tera successfully entered the crypto-currency arena. At this stage, Paragon is readying its support for the next stage in the evolution of the Tera business.

Calypso Technology

San Francisco, CA

Calypso asked Paragon to conceive and execute an integrated communications program to capture the narrative around its business innovation. After meeting with Calypso to solidify its positioning and aspirations, Paragon embarked on a comprehensive campaign with sharpened brand messaging. In 2015, Paragon helped the company launch its pioneering "Bank-in-a-Box" solution with an incisive mixture of media relations, event coordination and a crisp product trailer.

Full case study

ISSUE: Calypso is a successful and established financial technology company. It competes directly with similarly sized firms and needed to clearly articulate its brand and product value proposition to continue its growth around the world, especially as it was broadening its geographic and product focus.

APPROACH: Paragon worked closely with the Calypso marketing team to construct a carefully thought-out communications program that positioned the firm as innovative, progressive and highly knowledgeable in the industry. A key pillar of the effort was thought leadership, culminating in the interviewing, writing and editing of much of Calypso Intelligence, the firm’s flagship client magazine. Paragon continues to work on this important project, which is supporting the sales efforts that are driving both the development of the buy-side client base and a strategic partnership program. Other projects included working on a product trailer for Calypso’s “Bank-in-a-Box” solution.

IMPACT: Calypso continues to evolve its buy-side footprint, building off its robust sell-side presence. Initiatives such as Calypso Intelligence, and media wins in EMEA and APAC are playing an important role in raising the profile of the firm within this community at a time when the use of derivatives has never been more widespread, and risk management has never been more important for the buy-side.

Style Research

Boston, MA

Style Research enjoys a dedicated, long-term clientele that uses their objective analytics to understand the true drivers of their portfolio performance. But Style was looking to take their business to the next level. Paragon worked closely with the Style team to recast their core messaging, before embarking on an integrated marketing campaign to raise awareness of the brand. Results have already included a significant uptick in web traffic and new, qualified leads, as well as a modernization of their marketing processes.

Full case study

ISSUE: Style Research, founded in London in 1996, wanted to grow their client base internationally, especially in the US. However, they lacked a strong, distinctive brand story, especially important for a specialty solution in a saturated marketplace.

APPROACH: Paragon developed a messaging platform for Style Research, including narratives to articulate distinctive attributes of their brand. That project translated into internal and external sales tools – from FAQs and talking points that helped qualify the sales opportunity to a core presentation that tells a clear story of how Style helps clients overcome their investment challenges. Subsequent phases have included updating the website as well as SEO, marketing automation and lead-capture mechanisms, implementing a content strategy to deliver unique perspectives to their audience, a campaign to launch a new product, a global series of thought leadership events and ongoing media relations.

IMPACT: In just three months after incorporating the messaging, SEO and content strategy into the website, new users of the site have doubled. The total visits to all web pages have increased 10x in four months. Visitors to the site and recipients of emailed or socially shared content campaigns are encouraged to take further action via offers such as complimentary analytical reports, creating dozens of qualified leads worth millions for the sales team. Meanwhile, events and initiatives with the media are inserting Style Research’s perspective on important industry topics, such as ESG investing, raising awareness of the expertise of the team.

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