This is the story of how Refinitiv, the risk and financial information business carved out of Thomson Reuters, improved its brand attributes and its sales conversion rate. By rebalancing engagement from response to brand, Refinitiv reframed the category conversation to focus on the use of data as a beginning, rather than an end. Communications built brand confidence, overturned media scepticism and transformed investor sentiment. It also managed to energise the sales funnel from salience, consideration, conversion to sales. It is estimated that conversions from leads into sales rose by 10.1% in 2019 and the campaign generated a return of $2.30 incremental revenue for every $1 invested.