Using print to engage the reader

The need
Baker Tilly, a leading independent firm of chartered accountants and advisers, wanted to establish their brand as a credible provider for large businesses. The company also wished to encourage dialogue between partners and their prospects.

The challenge  
We needed to investigate ways of engaging senior decision-makers at the lower-end of listed companies. The audience is typically involved in daily business operations and rely on news and opinions to guide their decisions, actions and advice. However, with a multitude of media competing for their attention, decision-makers often do not have time to digest the information they need.

The solution
Following close consultation with the client, we produced 'Viewpoints': a magazine providing a condensed analysis of news, views and opinions regarding business finances.

The response
Featuring articles from respected media sources and Baker Tilly, the publication proved a valuable resource for senior decision-makers, saving them time while helping improve their company's performance. With 'Viewpoints', Baker Tilly has an environment designed to capture the attention of its target audience. By providing valuable independent content, Baker Tilly occupies its own media space, promoting differentiation and dialogue with clients and prospects alike.

"Not only did Viewpoints allow us to communicate and engage with our target audience, it also provided us with a number of lucrative leads. It is a testament to Crimson Business’s efforts that the publication has achieved far more than its original goals."
Jo Luck, National Projects Manager, Baker Tilly
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