Case Study:

Wells Fargo – Making Merger Magic

technology pr case studyLPP had been working with Wells Fargo for a year when the focus of its program grew as a result of the company’s acquisition of Wachovia – the largest merger in financial services history. LPP’s challenge became three-fold: showcase the company’s innovation and strategic investment in IT; promote Wells Fargo as an great place to work to draw in IT talent; and position Wells Fargo’s CIO as a leader of a new class of CIOs called “activist CIOs,” who are focused on bridging IT with business operations to drive transformation and change in the organization. LPP centered its strategy around an ongoing thought leadership or “issues-to-own” campaign, mapping executive points of view to hot media trends and developing storylines on the high priority areas for Wells Fargo – including green IT, diversity and innovation. A key facet (and our favorite part) of the campaign was “Hype-to-Reality,” helping the IT media cut through vendor-created hype around hot topics like cloud computing, virtualization, enterprise security and storage. LPP also pushed Wells Fargo to give IT editors and reporters as much access as possible to Martin Davis, the former Wachovia CIO and leader of the integration effort. After media training more than 10 executives on the integration story and key messages, LPP launched both east and west coast media tours resulting in more than 20 briefings on the integration between Wells Fargo and Wachovia. Together with ongoing proactive outreach around Well Fargo’s issues to own, LPP’s approach secured a range of coverage hitting on all three of Well Fargo objectives – including a corporate profile in Forbes, a cover story in InformationWeek, expert commentary in Wall Street Journal CIO Journal, Q&As in numerous banking publications and consistent bylined articles on workforce diversity, IT challenges and cloud computing.

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