AJYAL SUSTAINABILITY CONSULTING

Profile building and leadership positioning for an industry expert across the legal and sustainable finance ecosystem.

73%

increase in LinkedIn followers over period

coverage secured in 15 outlets

350k

total reach for the campaign to date

169k

media reach in 2025

We had the opportunity to apply sector knowledge across sustainability and sustainable finance, leveraging key sector and global developments to position our client as a thought-leader. The client noted our strong client service, as well as media relations and copywriting expertise.

Helen Embleton
Client Services Director, AMBITIOUS

Delivering a strategic PR programme spanning global issues such as COP28-30 commentary, green taxonomy development and the role of the private sector in climate finance to support expert positioning.

Ajyal Sustainability Consulting is a legal and sustainable finance expert. Well recognised within sustainable finance networks, Ajyal Sustainability Consulting sought to expand visibility to wider audiences, including international finance media, policy forums, and sustainability leaders.

We began our collaboration in 2023, in the run up to COP28 in Dubai, providing an opportunity to position the client as a thought leader in sustainable finance at a time of rapid regional momentum. The challenge lay in cutting through crowded conversations to achieve recognition from high-value publications and secure speaker opportunities at influential events.

IDEAS

We focused on thought leadership as the central approach. Our strategy was to:
Position the client as an authoritative voice on the intersections of Islamic finance, climate finance and sustainable investment.
Leverage global events (e.g. COP28) to place the client’s commentary at timely moments.
Build credibility through media relationships with editors in sustainable finance, ESG and business outlets.
Extend reach via LinkedIn by amplifying coverage, sharing original insights, and highlighting speaking engagements.

INPUTS

Media pitching on regional topical issues such as net zero transition sustainable finance, and carbon markets.
Opinion pieces commissioned and drafted for leading sustainability and finance outlets.
Event-linked content, including reactive commentary around COP and tailored posts highlighting speaker participation.
LinkedIn content calendar, combining proactive posts with reactive commentary.
Engagement with event organisers (e.g. GEFI, Environmental Finance Events) to secure speaker slots.

OUTTAKES

14 opinion pieces placed across two 6-month periods in 2023–2025, in sustainability and finance publications including ESG Investor, Environmental Finance, Green Central Banking, PA Future and IFLR.
40 LinkedIn posts sharing coverage, insights, and event participation.
Direct engagement with influential industry organisers led to multiple panel invitations, interviews and commentary opportunities.
LinkedIn engagement consistently outperformed benchmarks, with posts generating over 5,800 impressions at peak moments.

OUTCOMES

Total reach: 350,800+ (from combined circulation and readership figures across all outlets).
15 pieces of high quality thought-leadership and features, secured in influential sustainability and finance outlets.
40 LinkedIn posts drove significant engagement and audience growth:
- Follower increase of 17% over first 7 months of 2025 thanks to regular posting
- Monthly profile views nearly doubled between October 2023 and February 2024.
- Search appearances peaked during and just after COP28

IMPACT

AMBITIOUS successfully positioned the client as a leading voice in sustainable extending their influence beyond specialist networks into broader business, ESG and finance audiences. The combination of strategic media engagement and consistent LinkedIn activity delivered tangible growth in professional visibility and reputation.

This foundation has not only elevated the client’s brand but also created pathways for further impact through speaking opportunities at high-profile international events, as well as ongoing media relationships.

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