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Making crypto company a leading player

With open, effective and easy-to-understand communication, we have succeeded in making the Danish cryptocurrency company MakerDAO a leading player in blockchain and cryptocurrency and giving its management a voice in the public debate.

The challenge

Currency fluctuations and speculative investments have made many people uncertain and critical of cryptocurrency. Danish MakerDAO is looking to change this perception with their stable cryptocurrency, Dai, which has its exchange rate fixed to the dollar, and they are also working to create trust in digital currencies and the underlying blockchain technology in general.

Strategy and execution:

Based on a stakeholder analysis, we developed a PR and communication strategy to make MakerDAO a leading player in the blockchain and cryptocurrency business. MakerDAO wished to attain an expert position and be recognised as a blockchain frontrunner with wholesome Danish values and a desire to engage in society, research and the business community.


MakerDAO and co-founder Rune Christensen were mentioned frequently in business media such as Børsen and Jyllands-Posten Finans and in a number of professional media that cover fintech and IT. This included coverage of MakerDAO, capital injection from investors, products and portraits of the people involved. Partnerships with companies that now use MakerDAO’s technology or cryptocurrency have also been covered.

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