Making Accountancy Count

Aim

Generate regional awareness on the business pages for accountants and business advisory firm, BDO - the world's fifth largest accountancy organisation.

Approach

Working with the Leeds and Manchester offices of BDO, proactive and reactive media relations campaigns targeting regional business writers ensuring regular presence and awareness.

Generate profile and valuable comment opportunities for partners and to ensure the firm's corporate profile remained high in the regional business media.

Bell Pottinger delivered a media relations campaign maximising the firm's existing collateral such as the Yorkshire Report and regular business trends surveys. Editorial comment was also generated on topical subjects such as the budget, taxation, corporate fraud, manufacturing and industry comment and the firm's own event and seminar programme.

Results

• PR value for BDO's Leeds office: £260k
• Total ROI based on 2009/2010 campaign for Leeds = 11:1
• Bell Pottinger's work on the 2008/2009 Yorkshire Report was shortlisted in business category at the Yorkshire PRide awards in November 2009.
• On the basis of successful campaigns delivered for the Leeds office since 2006, the agency was given the brief to handle PR for Manchester in 2009 without the need for a competitive pitch.
• PR value for BDO's Manchester office: £277k
• Total ROI based on 2009/2010 campaign for Manchester = 13:1