It all started when…

Art of Smart Thought Leadership


Crowe, a global network of professional services firms, came to us in September 2017 with the intention of launching a global rebrand to alleviate issues regarding clarity of purpose and to unite the firm internationally. We were asked to develop a global thought leadership programme, aimed to spark external interest in the new brand and assist with key business priorities including growth in core economic centres, growth of service offering beyond audit, and growth of the network.


Our approach was led by our ‘double diamond’ phases – Discover & Define, Develop and Deliver.

Discover & Define

Understanding the key steps we would need to take to understand the brief and its requirements, was key. Before attending a full briefing, we defined the scope the work, reviewed existing examples of content and collated additional empirical evidence to further substantiate the brand strategy and the impact of ‘Brand’ in the professional services market.  Attending a client briefing allowed us to share our vision of the project brief and to deliver an immersive presentation and workshop to the Global Marketing Committee. Crucially, we then interviewed senior internal global stakeholders, before agreeing a full brief based on the concept and our initial desk research. Development

Development therefore saw the creation of “The Art of Smart” Decision-Making Index and Report, a concept closely aligned with Crowe’s central values – Smart Decisions, Lasting Value. This approach was deigned to speak to prospects, clients and member firms alike creating a central piece of collateral that clearly and unanimously articulated Crowe’s purpose. 

DeliveryThe concept was then delivered over a five-month period, working with Crowe to generate and produce content based on client or partner experiences, as well as the application of proprietary research methods to create the global decision-making index. 


Come launch, we coordinated all activity with Crowe’s member firms and provided international PR support, contributing to a 47.6% increase in media coverage for the network – ranging from feature interviews in Poland to TV profile in Colombia. To date, the report has been an invaluable tool in delivering Crowe’s business priorities, generating awareness of the united brand and starting new conversations across the globe