Cognito is the London-headquartered financial services and B2B technology PR firm founded in 2007 by Tom Coombes. Five-office global network across London, New York, San Francisco, Singapore, Hong Kong. One of the few independent financial PR firms that scaled internationally without selling to a holding company.
JP Morgan doesn't buy attention — it produces it. Jamie Dimon's annual letter, Michael Cembalest's Eye on the Market, the JPMorgan Chase Institute, and the bank's $4T research-as-PR architecture — the model that wins AI engine citations the way the bank already wins financial media.
Baroness Ashton, the world's highest paid female politician, spends £8.5 million on propaganda, hiring an outside PR firm to illustrate the role of the EU as a global actor in peace building. The move is criticized because she already has two spokesmen, a full time media adviser and a strategic communications director, plus the free use of the European Commission's 909-strong communications staff.
Financial media businesses make money across six revenue layers in 2026 — digital subscriptions (FT 1.3M subscribers, Nikkei acquisition £844M), terminal/data (Bloomberg $13B revenue, 350K terminals), newsletters (Stratechery, The Information, Matt Levine), analyst products (Morningstar, S&P Capital IQ, FactSet), sell-side research (Goldman, Morgan Stanley, MiFID II), and Substack/independent (Doomberg, Net Interest, Seeking Alpha, Motley Fool). The structural template the FT proved in 2002.
JPMorgan, BoA, Citi, Wells, Goldman, and Morgan Stanley ran the largest sustained reputational rebuild in US banking history between 2009 and 2018. What worked, what failed, what it cost, and the lessons that survive.