Reuters raises MCN's US awareness

Who is your client? What are its media goals?

Michelle Jerrier: Mobile Content Networks (MCN) is a Tokyo-based mobile search company. [It] brought us on board primarily to raise US awareness of mobile search and [to] position the company as a thought leader in the category among the business community here and in Europe.

What made Reuters such a good hit for the company? How did you pitch [its] Helsinki, Finland-based reporter Tarmo Virki?

Jerrier: Reuters is well respected and has a global reach, making it a great target. I had worked with [Virki] on stories in the past, so I pitched him on doing a big-picture feature on mobile search, which hasn't been covered much to date. I pointed out that MCN, though privately held and not a household name, reaches the most [global] subscribers, making it the global leader in the space.

Did you have to media train the MCN executives for this piece? What other information did you provide to help clinch the placement?

Jerrier: We did provide executive message training for Kimmo Paaso, a co-founder of MCN, who's also based in Helsinki, including background information on [Virki], recent stories, and style, prior to the interview. We also gave [Virki] a fact sheet on the company.

What was the impact of the hit?

Jerrier: The Reuters story received great pickup, including The New York Times, Investor's Business Daily, and Mediaweek – all of which helped make great strides in putting MCN on the map in the US. Since the piece focused only on MCN and its role in driving mobile search globally, the executives there were very pleased with our work.

Name: Michelle Jerrier, account executive at Abelson Group (New York)

Placement: Reuters, September 17

Pitch timeline: Two weeks

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