Case study
The Caesar’s Palace Coup
Creating the next financial “it” book.
Link active · last checked September 22, 2026
The challenge
Financial journalists Max Frumes and Sujeet Indap wanted to position their first book, a rollicking story about financial crimes in the wild west of Las Vegas, for a general interest audience as well as their built-in business audience.
The insight
Think outside of the box regarding potential audiences, and virtual events have broadened the potential audience of anything.
The solution
Grey Horse brought the authors to their audience, pitching reviews, interviews, and podcast appearances. The Events team scheduled a pandemic-era virtual speaking tour of MBA programs and conferences, and created bespoke events, creating a breakout hit.
Services
- Press
- Book Launch
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