Building Authority in the Marketplace

Situation:

Deloitte Touche Tohmatsu, one of the world's largest professional services firms, was launching a new practice area serving global financial services companies. The firm had to build visibility and consideration for its expanded capability among senior level decisionmakers in worldwide banking and securities firms.

Solution:

We helped Deloitte create a communications program that drew on partners' expertise and positioned the firm as an expert source of information on trends shaping the future of global financial services. Focus group interviews with senior banking and securities executives identified the issues they were most interested in learning about. We then worked with the client to develop a series of research papers and by-lined articles targeted to these concerns.

Results:

We successfully placed research findings and by-lined articles in leading business publications and trade journals and garnered media coverage of Deloitte-sponsored conferences at which industry research was presented. Copies of research reports and article reprints were merchandised directly to current and prospective clients to underscore the firm's credentials. The program helped Deloitte generate leads, build relationships with prospects and secure a number of key client engagements.