Castle’s campaign for Circle Lending created a new, web-enabled financial model; built national exposure for a company and CEO without name recognition and battled strong competition from traditional and emerging financial services companies.

Castle created a “teach-and-tell” communication strategy; educating the financial services world via the media, while using customer stories to validate the company and its model. The team leveraged external events to insert the client into the news cycle and thus the public spotlight.

Results: Virgin took an ownership stake in the company; Castle managed the re-brand PR and re-launched the client, while continuing to maintain core messages.