DTCC sought to elevate the profile of their CFO Susan Cosgrove as a key component of the industry utility’s strategic initiative to shift the perception from back-office infrastructure to a partner for innovation.
Vested identified the theme of the CFO as a driver of innovation to be the central pillar of Susan’s thought leadership platform. Working closely with Susan’s office and the DTCC executive suite, Vested developed key messages across paid, earned, shared and owned
channels for DTCC for execution of the campaign.
Digital & Print
Vested secured DTCC coverage in top print and digital publications, such as The Wall Street Journal, CFO and Markets Media.
Vested raised Susan’s profile by participating on Bloomberg TV CFO panels.
Susan Cosgrove, CFO at DTCC, discusses how blockchain is being used to secure data and upgrade post-trade infrastructure.
Key to the program’s overall success was securing Susan’s membership in the WSJ’s CFO Network, an invitation-only membership for CFOs from companies with annual revenues in excess of $1 billion. Susan’s membership in the council includes exclusive invites to CFO dinners, networking events and a profile in the CFO Journal. Activation of Susan’s profile was also achieved via contributed byline in CFO magazine, participation on Bloomberg TV CFO panels, elevation of Susan’s social profile and owned content on DTCC’s website.