Refinitiv: Data storytelling newsroom
Turning a financial data company's own product into genuine editorial content — built to react to world events in hours, not weeks.
Client:
Refinitiv (Now LSEG Data & Analytics)
Category:
In-house, Content Ops, Editorial
My Role:
Editorial Lead
Most B2B SaaS, data and technology companies run traditional marketing content — promotional, not editorial. Refinitiv's Data Insights Team set out to change that: using the company's own data, tools and analysts to produce content with real editorial credibility, positioning Refinitiv as a genuine contributor to, and participant in, live market conversations rather than another vendor talking about itself.
The Story
I was one of the founding team of builders, alongside Ryan Sheppard and Joel Leeman, inside a cross-functional group spanning creative, PR, social, research and product. I led two of its flagship outputs directly (Data Moments and The Data Journal) and helped co-ordinate its web series, including Corona Correction, The Big Explainer, The Big Conversation and Data on the Data, made with partner Real Vision.
The team ran on a weekly editorial newsroom rhythm: ideation, insight and analysis, creative production, and distribution across Refinitiv's own channels, built to react to news as it broke. When Boris Johnson was confirmed as UK Prime Minister, the team turned data-driven commentary around in the same-day; when a tanker crisis hit the Strait of Hormuz, Refinitiv's own oil research data was in market conversation within hours, picked up by Sky News and other outlets. The Corona Correction took the same approach to pandemic market volatility.
By 2021, the model had proven itself enough to expand beyond Refinitiv alone, extending into collaboration with FTSE Russell as the wider LSEG portfolio began consolidating.
Data Moments: Displayed in 16+ global venues — from Times Square to the World Economic Forum, Davos.
Beyond digital reach, Data Moments ran as physical and digital placements at some of the highest-profile venues in business and finance: Refinitiv's own HQ entrance, Times Square billboards, and the World Economic Forum stage in Davos among them.
Elsewhere, the wider team's output performed just as strongly: The Big Conversation averaged 17,000+ views a weekly episode, Data on the Data around 8,000, and individual reactive pieces regularly outperformed paid content, with earned media on top of organic reach.
