Defining a new way to combat bacterial infection

The growing threat of antibiotic resistance was high on the media agenda, with high-profile government-backed initiatives focused on conserving antibiotic use and developing new antibiotics. Micreos was offering a completely different approach with its innovative technology in the fight against MRSA bacteria.

The Challenge:

Our client needed help to quickly and effectively communicate their new research findings and to create opportunities to explore partnerships with academia and pharma.


With only a two-week window of opportunity, SAY’s strategy was to create a snowball effect by choosing the right UK, European and selected US media to brief in advance and create a compelling narrative, giving Micreos’ very technical data a chance to be understood by all audiences.


We secured an exclusive front page lead in The Times, triggering coverage on BBC Radio 4’s Today programme, Sky News, Forbes, Time magazine, Newsweek and more.

“This campaign gave us enormous visibility at a time when national strategies to combat infections were being discussed and developed – it has certainly opened new avenues of discussion for us and we are extremely excited about our prospects”


The Results Are In…

100+ Pieces of quality coverage
107M Media coverage reach
200% Exceeded coverage expectations

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