Case study
How does an edtech newcomer break through and become a trusted voice?
pieces of national & regional broadcast coverage
from CEO media tour & radio day
pieces of coverage per quarter
on average
uplift in coverage
year two vs. year one
piece of business media coverage per quarter
over two years
About the client
CYPHER learning provides an AI-powered learning platform that enables the creation and delivery of training and skills development at scale. As a new entrant to the UK market, CYPHER wanted to establish itself as a thought leader in the learning and development space, using its distinctive AI approach to stand out and build awareness among HR and learning & development (L&D) professionals.
Challenge
CYPHER was a new name in the UK, entering a crowded and competitive L&D market. HR and L&D media are notoriously resistant to vendor voices, preferring to hear from HR directors and practitioners inside end-user organisations. The challenge, then, was how to break through. We needed to create credible, relevant campaigns and storylines that tackle the real issues HR and L&D teams care about, in a way that would earn media attention.
Spark was the creative engine behind our international thought leadership, delivering high-quality content and fresh storytelling that drove amazing results. The team are constantly innovating, finding unique and surprising ways to tell our story to keep the programme fresh. They have a very collaborative approach and brought energy and ideas to every call. They really took the time to understand our tone of voice and who we are as a business, so the content they produced was of a very high standard. If you’re looking for an agency that will drive amazing results, be proactive in coming to you with ideas, and push you to think about things differently then you should be speaking to Spark.”
Jennifer Giesler, CMO at CYPHER Learning
Action
We started by crafting a clear, consistent story around CYPHER’s AI-driven approach to personalised learning. This narrative gave us a strong foundation to respond to industry trends and feed into product news, thought leadership and commentary.
To build credibility, we commissioned consumer and HR research that explored real concerns around L&D – from neurodiversity and compliance, to digital skills gaps and the role of AI. These insights became the engine for both PR and sales campaigns, providing timely, relevant angles that resonated with media and prospective customers alike.
We also used CYPHER’s CEO, Graham Glass, as our expert voice on all things L&D. We timed a media tour and radio day around our research launch to drive momentum, secured nine broadcast interviews and placed opinion articles in mainstream and vertical titles.
Impact
CYPHER went from a complete unknown in the UK to a recognised voice in the HR and L&D space. We began receiving inbound requests for comment from journalists, a clear sign of trust and relevance in a tricky media landscape.
Over two years, we secured consistent, high-quality media coverage – averaging 16 pieces per quarter – with an 85% increase in coverage volume from year one to year two. Coverage spanned top-tier business titles like the Financial Times, The Times, Forbes and Metro, alongside regular features in HR and L&D publications including People Management, HR Director and HRO Today. We also secured a briefing with Bloomberg.
Our media tour and radio day with the CEO generated over 300 pieces of broadcast coverage (both national and syndications across many regional stations), and our research campaigns didn’t just land headlines, they supported sales and created a pipeline of credible, insight-led content that CYPHER could build on globally.
