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Positioning De La Rue as a global leader in innovation, in currency and brand protection

The brief

De La Rue is at the forefront of new developments in the design, production and security of the Cash Supply Chain, Product Authentication and Citizen Identities. Established over 200 years ago, the company has a long history of innovation, helping governments and commercial organisations to fight counterfeiting.

De La Rue wanted to increase awareness of their innovative services and products to existing and potential clients, and needed a communications agency to help them shape and deliver their key messages.

Allegory very quickly developed a deep understanding of De La Rue and supported us, from the outset, through multiple challenges. They quickly built a strong communications strategy, and brought their expertise and ability to the fore when dealing with negative attention on multiple fronts, offline and online. At an exceptionally challenging time, Allegory enabled us to navigate internal transformations, so they could deliver laser-focussed external communications.

Sinead Keller, former Head of Media & PR at De La Rue

Our response

We started with a collaborative workshop to get to know the De La Rue team, discuss their objectives and explain how PR could help achieve them. We brainstormed content ideas, and identified the themes that would most interest their target audiences.

Within days of being contracted by De La Rue, the company announced disappointing annual results, which was soon followed by the resignation of the CEO and Chairman, as well as a programme of staff redundancies. This led to significant internal disruption and negative external commentary on the company, creating a difficult media landscape.

We knew they had great stories to tell, we just had to develop engaging content and a media strategy that managed a wide range of known and unknown risks, navigating the internal complexities with sensitivity.

The outcome

Our work helped De La Rue gain international coverage on the first carbon neutral banknote; the design of the new £20 pound note and brand protection work as part of the FIFA Women’s World Cup. We created visual content for De La Rue’s Twitter and Linkedin channels. We used our expertise to provide bespoke crisis communications and reactive online support, securing De La Rue’s reputation.

At a time of negative pressure on the company, 100% of the coverage we secured was positive, which helped to strengthen their position as a  global leader in the currency and brand protection sectors.