When EAD approached EDC in 2023, the brief had two distinct but connected objectives: reposition the brand as a technology and innovation company, and build the CEO’s public profile from near-zero to recognised thought leader. It was an ambitious challenge — and one that required a carefully orchestrated, long-term strategy.
EDC designed a communications programme built around the CEO as the primary vehicle for brand authority.
Opinion articles, podcast appearances, media interviews, and strategic KOL partnerships were combined into a consistent editorial calendar that, over time, turned occasional media mentions into a regular and influential presence. The publications were not second-tier: ECO, Expresso, Observador, Forbes, SIC Notícias, Rádio Observador, TSF, Vida Económica — Tier 1 across every relevant category.
The results since 2023 speak to what sustained, strategic communication can build: over 25 signed opinion articles per year, more than 10 interviews and podcasts with prominent editorial placement, regular presence in more than 15 Tier 1 national publications, and — perhaps the most meaningful metric — over 10 spontaneous editorial opportunities generated per year purely by the reputation that had been built.
When a journalist calls a CEO for a comment without being approached, that is when the work has succeeded. EAD reached that point.