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Thought leadership research: RSM

Situation Analysis:

  • Seventh largest global accounting network
  • Objective to drive intra-network referrals by helping member firms win cross-border mandates
  • No prior demonstration of thought leadership to potential clients, members and referrers of business

Strategy:

  • Proposed research paper to the board:
    • International comparison of business births and deaths, and five-year survival rates
    • Creation of RSM branded index which would become a recognised benchmark of business vitality globally
  • Originated and collated data, identified sources, project managed the paper and managed the media campaign

Results:

  • Established RSM as expert on international business creation and destruction
  • Over 60 hits in target media, including The Financial Times, Bloomberg Business Week (US) Valor Economico (Brazil), Reforma (Mexico), Süddeutsche Zeitung (Germany), Le Figaro (France) etc.
  • A major discussion forum was hosted at the RSM annual conference in Amsterdam around the white paper, attended by over 200 delegates
  • Member firms held in-country events, disseminated the paper to contacts and opened new business dialogues
  • Discussion initiated through the CEO blog and social media channels such as Twitter and LinkedIn

Worldwide press coverage

Thought Leadership research: RSM. International press coverage

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