Smart Data Foundry

Taking an intelligent approach to generating exceptional coverage

The challenge

Born in the University of Edinburgh, Smart Data Foundry’s mission is to open finance for good. The organisation provides a secure data environment where real consumer data from UK financial institutions can be safely shared with organisations working on big economic and environmental societal problems.

A report produced by Smart Data Foundry revealed that the over-50s, especially those aged 50-54, are being hit particularly hard financially due to the impact of the pandemic and that this segment of society could face a lifetime of financial insecurity.

Represent, the retained agency for Smart Data Foundry, was tasked with promoting the findings of the report in media across the UK.

The solution

As a leading PR agency in Edinburgh, Our media strategy involved:

  • Researching key national media who had previously written or featured topics including pensions, the impact of the recession and personal finance  
  • Developing a regional list of titles and press associations to approach following the national launch
  • Drafting a hard-hitting release with key facts and a considered quote from Dame Julia Unwin, Chair of Smart Data Foundry
  • Preparing a listicle of key recommendations from the report
  • On the week of the launch of the report we drafted a personalised pitch to identified media, following up with calls to secure coverage
  • Once national coverage was secured, we released to regional press
  • Working with the in-house marketing team, we coordinated on the release of information across their agreed stakeholder group and on Smart Data Foundry’s social channels with targeted outputs including posts, graphics and short interviews with Dame Julia Unwin


  • Radio interview with Dame Julia Unwin on BBC Radio Scotland Good Morning Scotland lasting over 5 minutes (2:40)
  • Secured an interview with Dame Julia Unwin on BBC Radio 4 Money Box when the programme returns in the autumn.
  • 178 pieces of coverage secured with a reach of 2.47 million.  On line coverage generated 1.23 million views with an average domain authority of 56.  View the Coverage Book here.
  • Engagement with Scottish Government on the findings and how it can support future policy.

“This was a text-book exercise in gaining media engagement and coverage, enabling the research findings to be consumed by a far greater audience than would normally be the case when research is published.  Represent really showed how they understand Smart Data Foundry and what we stand for, pitching to the relevant media and getting great results.  This is a blueprint for how we work with Represent to get great results.”

– Richard Seabrook, Head of Marketing & Communications
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