Madame Moneypenny

The Starting Point

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‍Since May 2025, opnrs has run full-service consumer PR for Madame Moneypenny – proactive and reactive press office work, ongoing media relationships, and a steady drumbeat of thought leadership designed to keep Natascha Wegelin and her brand present in the financial conversation month to month. 

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Two things defined the ambition for that mandate from the start: build genuine, lasting media relationships that would pay off over time – and be fast and sharp enough to insert Madame Moneypenny into the news cycle the moment a relevant story broke, rather than waiting for the next planned announcement. Those two disciplines, long-term relationship building and real-time newsjacking, would go on to define the partnership's biggest wins.

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The first six month foundation set up the moment that would become the partnership's first major test at scale: the launch of Natascha's second book, Die Krise liebt Frauen wie dich. Madame Moneypenny and opnrs made a clear strategic call, rather than treating the launch as one announcement among many, they committed full PR focus to it as the lever for the brand's next phase of growth. The book's thesis (that crises hit women harder and more often, and that financial resilience is a skill women can actively build) is sharp and personal enough to carry a campaign well beyond a standard trade-press cycle. That same instinct for speed and relevance would go on to shape how opnrs handled the news cycle for Madame Moneypenny going forward.

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What We Did

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Newsjacking With Speed and Substance

In the months following the book launch, the campaign around Muttertag and the gender pay gap was timed deliberately earlier than the usual seasonal news cycle, so Madame Moneypenny's angle was already in journalists' inboxes before the topic peaked. That speed paid off directly: flagship interviews, paired with statement-led pieces that were syndicated into numerous additional outlets, giving a single piece of proactive outreach outsized, compounding reach.

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The same approach drove the response when the political debate around reforming Ehegattensplitting broke: opnrs moved immediately, pitching Natascha's perspective while the story was still developing, not after it had cooled. It produced Tier-1 interviews, e.g. with WirtschaftsWoche, alongside several editorial spreads built around Natascha's statements that were picked up by more than a dozen outlets through syndication, carrying her position into daily papers and online portals across the country within days.

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Owned Channels, Expanded

Alongside reactive work, opnrs built out Madame Moneypenny's owned editorial territory: the existing monthly Tagesspiegel column was joined by a second, newly secured column with Sheconomy, running in both print and online. Together, they give Natascha a reliable, recurring platform independent of any single news cycle, reinforcing her as a consistent voice rather than an occasional guest in the finance press.

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The Book as the Campaign's Biggest Stage

The launch of Natascha's second book, Die Krise liebt Frauen wie dich, gave the retainer its most concentrated moment of visibility. opnrs ran a 360-campaign in TV, radio, podcast, print and online outreach in parallel, translating the same core narrative – that crises hit women harder, and financial resilience is a skill worth building – differently for each audience.

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The campaign's highlight was Natascha's live appearance on Tagesschau's "Update Wirtschaft," backed by further broadcast and audio placements on e.g. WDR or rbb, a level of sustained on-air presence that was unlocked by months of prior relationship-building. Print played an equally important role, with multi-page spreads including dedicated features in e.g. Für Sie or DUP, plus several podcast appearances, building a genuine connection with listeners that outlasted the news cycle around the launch itself.

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What It Moved

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The book campaign became the clearest proof point yet of what the ongoing partnership could deliver at full intensity. In the launch quarter, opnrs delivered 83 clippings against a goal of 10–12, and a media reach of over 605 million UVM against a goal of 75 million.

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What stood out most was the sheer range of formats the campaign moved through: from live TV moments, to radio and podcast interviews and multi-page print spreads. 73.5% of that quarterly coverage was earned rather than placed and 56.4% landed in local or female-skewing media, putting the book's message directly in front of the readers it was written for.

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Crucially, the campaign's momentum didn't stop when the launch news cycle ended. opnrs carried the relationships and credibility built around the book straight back into the ongoing retainer – keeping Natascha and Madame Moneypenny in the conversation on the issues the book raised, from Tier 1 interviews like WirtschaftsWoche and Süddeutsche Zeitung to a Der Standard feature on the "motherhood penalty", turning one flagship campaign into a durable position as one of the go-to expert voices on women and money in the German-speaking press.