Reckitt – Access VC
Service
Corporate PR
Industry
Venture Capital
(Overview)
With many venture capital funds, incubators and accelerators in existence across Europe, Access VC needed to demonstrate its difference. To do this, R. Agency created a comms strategy that demonstrated the access that being part of the fund provided - experts, distribution, research and innovation teams. This strategy was brought to life by corporate storytelling, case studies (demonstrating the success of existing portfolios) and thought leadership.
(Project Details)
There are almost 6,000 venture funds in existence in the UK, with thousands more incubators and accelerators. And so, RB needed to show how it differed to attract the very best founders, demonstrating the access that being part of the fund provided - experts, distribution, research and innovation teams. This strategy was brought to life by corporate storytelling, case studies (demonstrating the success of existing portfolios) and thought leadership.
Access VC is the purpose-driven corporate venture capital fund launched under Reckitt Benckiser (RB). The fund was set up with the purpose of diversifying RB’s brands by investing in and growing startups in growing categories. The growing categories identified were health, hygiene and nutrition. R. Agency was briefed to launch the fund across Europe to attract founders and brands ripe for growth within these segments.
Results
Over 12 months the strategy was played out through European startup-focused media, global media, social media and LinkedIn (for both the brand and GM Rakesh Narayana), as well as speaker placement at key conferences and events.
