Atradius UK
Atradius UK: From niche trade press to the Wall Street Journal
We built an integrated PR and AI search programme that gave a global credit insurer the UK presence its expertise deserved.
The challenge
Atradius is a global credit insurer with more than 100 years of experience. But its UK profile didn’t reflect its expertise.
When we began working together in 2022, the objective was to establish Atradius UK as a trusted expert voice in trade credit insurance, insolvency and the wider economy. At the time, media coverage was limited to niche trade publications and low-priority titles. The brand had authority, but not the visibility to match it.
Three years on, the brief expanded further. Atradius was developing its direct sales business and communications needed to work harder, generating demand while continuing to support its broker network. Winning the Atradius UK and Ireland SEO and AI search account in 2025, alongside paid media support, created the opportunity to bring PR and search together for the first time, building authority through both earned media and organic visibility.
Our approach
Building authority across the full buyer journey
We developed an integrated communications strategy that worked harder at every stage, from first awareness through to active consideration.
Our PR programme combined planned thought leadership, proactive media stories and reactive commentary, positioning Atradius as a credible, sought-after voice in business and trade credit insurance. As the relationship grew, we introduced larger integrated campaigns that brought together research, media relations, events, webinars and digital content to engage target audiences and generate leads.
Bringing PR and search together
Following our appointment as SEO partner for the UK and Ireland, we integrated search and communications activity for the first time. This included delivering technical SEO improvements to strengthen site health, crawlability and indexation, developing ongoing on-site and off-site SEO to increase organic performance, and aligning SEO with PR activity so that earned coverage actively supported long-term search authority.
Campaigns rooted in insight
As our work together evolved, so did the ambition of the campaigns. The Breaking the Budget campaign, built around a white paper and gated webinar, helped businesses understand the implications of a crucial UK Budget. How AI Will Change the Way We Shop positioned Atradius as a partner helping retailers prepare for AI-driven change, combining Atradius UK’s own data with insights from industry experts, supported by PR, SEO and paid search. The campaign continued into 2026 with an exclusive, high-level in-person event featuring John Vary, the architect of John Lewis’ 2030 innovation vision. Bringing together senior retail leaders to discuss AI and the future of retail, the event generated high-quality engagement with target prospects and created valuable opportunities for ongoing commercial conversations.
The results
PR performance
The programme earned coverage in national and international publications including The Wall Street Journal, The Telegraph, Bloomberg, The Guardian, The Independent, The Irish Times, The Standard, The Times and Vogue Business.
In 2025 alone:
- 87 pieces of earned coverage, exceeding KPIs by 21%
- More than 514 million opportunities to see
- 28 pieces of reactive commentary around major economic events
- 32 pieces of proactive coverage linked to sector-focused storytelling
- Journalists now proactively sought Atradius’ views, rather than the other way around
The Breaking the Budget campaign generated 11 pieces of earned coverage and attracted more than 60 webinar attendees.
Search performance
The integrated PR and SEO strategy delivered significant improvements in organic visibility.
Between August 2025 and February 2026, in the UK:
- Organic traffic increased by 55%
- Search terms ranking in the top 20 increased by 193%
- Search volume increased by 344%
In Ireland:
- Organic traffic increased by 18%
- Top 20 search terms increased by 75%
- Search volume increased by 91%
Branded searches for Atradius credit insurance grew consistently throughout the programme, demonstrating the cumulative impact of sustained, integrated activity on brand awareness and engagement.
“Folk have been fantastic to work with. Their creativity consistently impresses us, and we’ve seen clear improvements across our owned and earned media since partnering with them. They’re always proactive in spotting opportunities and have been instrumental in helping us market a niche, unknown product.”
Katie Griffiths, marketing manager, Atradius UK
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