A look back at a fast-paced day of strategic newsjacking designed to showcase our client Sixthfin’s expertise on the Kiabi case – a story directly aligned with its positioning and areas of expertise.
By Lara Célié, PR Project Manager @ La Nouvelle Agence
Mise à jour Juillet 2026 :
Sixthfin is a French fintech company specialising in risk detection and process optimisation solutions for finance, control and audit departments. Founded in 2020, Sixthfin initially focused on risk, compliance and quality before expanding its offering to include Closing, covering account analysis and reconciliation, reviews and the acceleration of financial closing processes.
Today, Sixthfin addresses two major challenges facing finance and control functions: the centralisation and harmonisation of financial data, and the need for a common framework for controls, procedures and investigations.
Its intelligent, data-driven platform, enhanced by AI, transforms financial data into insights that support strategic decision-making.
Deployed across 70 countries, Sixthfin is used by more than 1,000 companies – including Groupe ADP, Saint-Gobain and RAJA – and analysed more than €200 billion in transactions in 2025.
8:30 AM
“We received a call from our client Sixthfin, who wanted to comment on the Kiabi case. And this was no coincidence. Throughout our collaboration, we have always encouraged the team to contact us immediately whenever they believe they have legitimate expertise to contribute to a breaking news story. It’s a PR best practice that Sixthfin didn’t hesitate to put into action 🙂.”
9:00 AM
“To create the best possible conditions and maximise the campaign’s chances of success, we quickly agreed on the expert angle we would pitch to journalists. Jean-Marc Allouët, CEO of Sixthfin, cleared his schedule for the day so that he could respond to every interview request. Spokesperson availability is a key factor in successful newsjacking, and we had real-time access to his calendar, allowing us to coordinate the various requests as efficiently as possible.”
10:00 AM
“Straight away, we drafted a concise and effective newsjacking pitch summarising the key facts of the story and adding Sixthfin’s perspective as a specialist in financial risk management. We identified several questions on which our spokesperson could bring genuine expertise, resulting in a ready-to-use package for journalists: the right expert, at the right time, answering the right questions.”
10:30 AM
“Our team moved extremely quickly, and we were very likely among the first to offer journalists an expert who could provide insight into the case. The story had broken that morning at around 8:00–9:00 AM, and by 10:30 AM our newsjacking pitch had already been sent out. We also responded immediately to interview requests, while our client made every effort to accommodate journalists’ schedules. The result: 8 interviews and 11 pieces of media coverage, including BFM TV, Le Parisien, Le Figaro and TF1’s national television news.”
Jean-Marc Allouët, CEO of Sixthfin, shares his experience
“Sixthfin is positioned in the market as an effective, reliable and trusted solution, backed by expertise that companies can genuinely rely on. Our media appearances need to reflect this positioning and convey our brand DNA. During the various interviews, these were the values we sought to embody.
Working closely with LNA, we used this news story as an opportunity to raise public awareness: fraud happens more often than people think. Absolute security does not exist, but there are technical and organisational measures that can significantly reduce the risk.
The success of our media response also depended on getting the message right: remaining factual, avoiding speculation and, above all, sticking to what we actually knew. The purpose of speaking publicly was to help people understand the case, not to set ourselves up as judges. An investigation is under way, and it will be up to the investigators to reach their conclusions. My role was to use simple examples and imagery to make complex ideas easy to understand.
The benefits of responding to the news at the right moment were numerous and genuinely significant. Naturally, it increased Sixthfin’s visibility, while also helping to establish me as a reliable and accessible expert. This led to further media requests in the days that followed. From a media perspective, the combination of availability, clarity and simplicity strengthened our relationships with journalists and helped establish Sixthfin as a go-to expert on fraud prevention, stronger internal controls and, ultimately, helping companies operate more securely.
From a commercial perspective, we also saw some ongoing conversations accelerate, both with prospective clients and potential partners. And, of course, we received plenty of very kind congratulatory messages — always appreciated!
It is clear that this kind of initiative delivers real value provided it is part of a long-term strategy. I have no doubt about LNA’s ability to continue supporting us with the same responsiveness and expertise they demonstrated during this event.”
