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Message DNA

Authenticity isn’t a buzzword.
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TPG’s Message DNA solutions keeps your messaging on-brand and relevant to audiences. It’s the ideal way for companies, brands, and organizations to brainstorm, experiment, create, and refresh their key messages for internal and external communications. We provide an extensive messaging framework as well as positioning, copyediting, and expert counsel for every channel or platform that matters. Our approach ensures that what you say can effectively drive sales and organizational success.


Positioning a FinTech Startup as the Key to Fighting Global Financial Crime

The challenge we solved: VeraDAT was founded by world-renowned compliance and legal experts, including the former Chief Compliance Officer of BBVA México, to help financial institutions combat fraud, money laundering, and terrorist financing. The Mexico City-based fintech startup was preparing to launch its platform and needed to win the support of financial authorities and banking guilds around the world, enterprise companies who may be interested in acquisition, media, and influential figures across business, finance, and technology who support adopting data-sharing platform technologies. It tasked the agency with developing compelling messaging and positioning framework that conveyed the benefits of a complex subject and technology that ensured the new solution hit the market running.

Creating a compelling case for purchase: Currently, financial institutions have only partial access to each client’s background. This allows criminals to exploit existing gaps in the financial system and use multiple institutions within or across jurisdictions to commit crimes while staying anonymous. Through VeraDAT, institutions can spot bad actors previously identified by other members of the network and immediately receive alerts when one of their existing clients is added to another member’s watchlist. By accentuating the business risks, and how these could be minimized, our message framework created compelling reasons for adoption.

The business payoff: By simplifying the key messages and identifying VeraDAT’s ultimate value proposition, the company has successfully launched a pilot program with Mexico’s top four banks and is forecasting reaching profitability sooner than planned.

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City of West Hollywood

Building Community Trust in a New Approach to Helping People Experiencing Homelessness

The challenge we solved: When the City of West Hollywood announced its plan to redevelop a local motel into transitional housing for people experiencing homelessness, it knew right away it needed an effective messaging and positioning framework to build trust in, and acceptance of, the approach by various stakeholder groups in the local community. This included overcoming potential fears and anxieties of local residents about crime and safety issues.

A new approach to communications: By using our Message DNA approach, we identified the most important human issues for each of the priority stakeholder groups. We then developed the messaging that would explain the approach, address the fears,and highlight the benefits for the community. We then prioritized the communications channels and methods tomake sure the messages were received. With the support of the City’s Strategic Initiatives team, TPG and the City created talk tracks for City Council members and department heads working on the project; informational brochures, flyers and banners; and press releases and other external platforms.

The outcome: Because the communications platform effectively addressed stakeholder concerns, the community’s sentiment and overall response to the initiative is measurably more positive.

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Connect to Lead

We believe in creating transformational value - not just transactional.

Leadership Now

Creating leadership platforms that are essential to building audience trust and confidence.


Count on us to find ways to overcome the barriers – and out-think the competition.

Message DNA

Because words matter, period.

Activate Now

We help you prioritize and focus on the sources of influence who will drive ROI.

CrisisGuard 365

Your ‘always on’ crisis communications partner available 24/7/365.

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