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Future Energy Talks

case study

Masdar, Abu Dhabi’s leading clean energy company, wanted to increase brand awareness and favourability, and spotlight its expertise in the same year the Middle East hosted COP28. The energy transition is such an emotive subject that nuances are often lost amid the noise of debate. Masdar needed a global media partner, embedded in the energy space, experienced in telling complex, corporate stories with impact, and trusted by decision makers worldwide. How can a green energy leader like Masdar, but with ties to oil and gas, be heard in a credible fashion? How to best highlight investments for a cleaner transition?

The Challenge

To meet the brand need and creative challenge head-on, Reuters created Future Energy Talks, an authoritative podcast series designed to explore everything from green hydrogen to AI with the industry leaders and sustainability experts driving the clean energy transition. In tune with Masdar’s trailblazing approach to these green technologies, the eight episodes were filmed at Reuters Plus studios in London, bringing energy experts, analysts, and captains of industry together from a wide range of sectors. The series culminated at COP28, in Dubai’s Expo City at the end of 2023. This special episode featured a highly topical conversation with Masdar CEO, Mohammed Al Jameel Al Ramahi, one of the key people driving sustainability in the region at a time when it was in the global spotlight.

The Solution

social clicks

video views

impressions

38.5m

4m+

2.2m

A fully immersive campaign across Reuters Plus multimedia portfolio supported the series, with high-impact ads, Reuters.com homepage takeovers and sponsorship, newsletter sponsorships, content-driven avalanche units above the fold, as well as paid, targeted amplification across X/Twitter, YouTube, Facebook, and LinkedIn. Future Energy Talks was promoted to Reuters users wherever they touched our product. The campaign also benefitted from a 100% share of voice on the Reuters World News podcast and the World News pages on Reuters.com. Over 1m audio impressions on the World News Podcast Sponsorship (the largest reach of any Reuters campaign to date) helped reach senior audiences on the go.

By partnering with Reuters Plus, Masdar could leverage the number one news brand for environmentally conscious consumers* (GWI, 2022) who agree that supporting sustainable brands is a good measure to reduce environmental impact. As a long-standing participant of the UN SDGs and a member of Covering Climate Now, as well being a major news provider and host at COP28, Reuters offered a partnership that would boost awareness of Masdar and provide it with access to its key audience and global recognition.

“Our partnership with Reuters Plus was outstanding, from ideation to creation and production, the process exceeded our expectations and the content output was exceptional. We look forward to our next opportunity to work together!”

Elie Jihad Karam Manager, Marketing, Masdar

Masdar

Future Energy Talks

Case study

The team is on hand to provide best-in-class support to help you deliver high-quality content that stands out. A full 360-degree service is available to ensure your production goes smoothly from conception to broadcast.

The Challenge

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Strategic Solutions

social clicks

2.2m

video views

4m+

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Elie Jihad Karam Manager, Marketing, Masdar

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Multiplatform

Strategic Solutions

Multiplatform

A series of focused, informative news shows addressed some of the industry’s biggest themes and evolving topics head on. Each show was accompanied by a well-researched written article providing more granular detail and expert commentary. Themes ranged from how the auditing profession is going through a transformation to meet future challenges, through to how a data-driven auditing approach can increase trust in businesses and how the workplace is being reimagined.

Strategic Solutions

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