ESG Book: Sorting the Green from the Greenwashed
Investor money was turning towards 'green' companies. But how do you find the genuinely green ones amongst a wave of greenwashing? Daniel Klier's ESG Book is a sustainable data company cutting to the truth of companies' sustainability claims. Our objective was to raise his profile and highlight how investors and companies can confidently navigate changing financial markets, while attracting further inbound interest to the platform from the financial services sector.
Impact
An exclusive Reuters feature sparked widespread coverage and helped Daniel gain top billing for Sky News's Ian King as the G7 leaders arrived in the UK. Ahead of COP26, he appeared on the BBC World Service's Newsday and secured CNBC's 'Sustainable Futures'. For the ESG Book rebrand launch, he appeared on Bloomberg Daybreak and in the FT's Moral Money newsletter. He became one of the leading voices against the politicisation of ESG. ESG Book went on to sign partnerships with Citibank, Dow Jones and State Street.
Approach
Daniel came with a heavyweight CV; his move from HSBC to ESG Book represented a major industry player joining a disrupter, and we used that to hijack the news agenda. We supplemented this with ESG Book's ace in the hole: unrivalled sustainability data on the world's biggest companies. We took a bold stance, willing to highlight the lacklustre performance of the world's largest companies, while being strategically careful. Our job was to bring organisations along and into the movement. Not to name and shame.
