Building business for Kingston Smith

The Issue

Kingston Smith is a leading accountancy firm, ranked in the top 20 in the UK and known for working with entrepreneurial and owner-managed businesses. As part of its plans for growth the firm wanted to focus on securing more business for its private client practice.

Our Strategy

To cut through the busy agendas of its target client base, Kingston Smith needed to show there was an important financial issue to deal with which was worth acting upon. The chosen approach was to produce a report on the personal financial health of entrepreneurs focusing on their current planning habits and their aspirations for when they left the business. Research was commissioned among a survey base of around 20,000 entrepreneurs. The results showed that despite ambitious plans for their future lifestyle, entrepreneurs were failing to plan adequately to finance these aspirations.

The Impact

The report was launched to the media in the wake of the Hutton Review of pensions and secured national coverage in key business publications for the target audience including five features in publications ranging from The Daily Telegraph Business Club to Growing Business Magazine. The report was used to support wider marketing activity throughout the firm.
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Positioning Vodafone as a partner to business

The Issue

In response to increasing competition in the crowded UK mobile market, Vodafone wanted to reinforce its credentials as the supplier of choice by showing it understood the issues facing its business customers.

Our Strategy

Vodafone needed a platform which would allow it to communicate on an ongoing basis on issues that mattered to its business customers. A series of research reports called Working Nation was commissioned as the vehicle to achieve this. For each report a think tank of businesses and academics was put together to choose and test the themes for the reports.  The results formed the heart of a three-tier features, news and opinion column media campaign.

The Impact

The first stage of the campaign reached over 51 million people with an advertising equivalent value of £1.3 million. There have been in excess of 250 pieces of media coverage resulting from the four reports. This has delivered on the strategic objective of giving Vodafone a consistent voice in the media on business issues in the press for the first time.
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