Webinar: Ideas to Impact – thought leadership is getting personal

Thursday 11 April 2019
13.30pm - 14.15pm

We all know that thought leadership is an effective tool for building your firm’s market awareness, reputation and credibility. But it can achieve so much more. When deployed in the right way, selecting the right topics, targeting clients directly with personalised content, and creating visually engaging matter, thought leadership can strengthen your personal brand, showcase multiple professionals in your firm, and position experts in your firm as client-focused commercial advisers.

Join a thought leadership pioneer, a well-seasoned journalist, an expert in professional services branding, comms and design, and Meridian West for a masterclass that will take you through the fundamentals and best practice of thought leadership from ideation to execution and how personalisation can create an impact.

The session will include invaluable tips and advice from experts on how to design and implement a thought leadership campaign with impact for your firm. Meridian West will also introduce you to their unique Ideas Lab framework for thought leadership planning.

The webinar will cover:

Part 1: Ideas Lab – How to develop a thought leadership campaign

Matt Baldwin, Suzanne Snowden

Thought leadership begins with an idea. Matt and Suzanne will share their expertise on how to develop your campaign, from idea generation through to execution. They will discuss:

  • How to identify suitable topics for thought leadership
  • How to maximise engagement from your internal stakeholders
  • How to shape an effective thought leadership campaign

 Part 2: How personalised outputs can increase engagement with your insights

Ben Kent & Jonathan Litterick, Meridian West

Personalisation is one of the Holy Grails of thought leadership, enabling you to distil your insights into targeted, visually engaging results for specific clients or as part of your business development campaigns.

  • Ben and Jonathan will discuss how technology can make personalisation simple with a demonstration of one of the tools Meridian West already uses with our clients.

Part 3: Digitising your thought leadership for business development

Richard Silbermann, Brand Remedy

 Thought leadership has moved beyond  in-depth reports which deliver insights with a ‘thud factor’. Whilst still an essential part of a campaign, creating visually engaging, bite-sized content in a variety of formats is increasingly important to squeeze as much out of your insights as possible, supporting wider engagement for business development. Richard will be discussing:

  • How microsites, infographics, video and animations can be employed to amplify your insights and gain greater engagement

Moderated panel discussion of thought leadership campaigns

   Moderated by Matt Baldwin

The panel will widen out the discussion, led by Matt, to discuss thought leadership, where they think the future lies, and how to get the most out of your campaigns.

Each delegate will also receive a copy of Meridian West’s “How to guide” giving further practical advice on thought leadership generation. There is no cost for attending.

This webinar is suitable for all levels of marketing professionals with an interest in delivering value to their firms through thought leadership.


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About our speakers…

Matt Baldwin

Matt is a co-founder of Coast, a boutique public relations and communications consultancy. With more than 25 years’ experience in the professional services sector, he brings strategic insight and guides on tactical implementation on all aspects of media relations and communications across the legal, accounting, consulting and property sectors. He is experienced in creating thought leadership and content programmes, an experienced crisis communications and litigation support adviser, a former national newspaper reporter, and past editor of the Professional Services Marketing Group magazine.

Suzanne Snowden

Suzanne is Founder and a Director of Message Consulting Ltd, a brand, marketing and communications consultancy. Her previous roles include Global Director of Thought Leadership at PwC where Suzanne was responsible for the firm’s Research and Insights programme.  She has designed and executed a number of high impact digital-first projects including PwC’s Future In Sight programme and PwC’s flagship Annual Global CEO Survey which she launched each year at the World Economic Forum in Davos.

Suzanne has led a broad range of marketing, business development, communications and research projects in the UK and in an international professional services environment.  As a consultant, she has delivered marketing, communications and strategy solutions for organisations in legal and professional services, telecoms, media and advertising industries.

Ben Kent

Ben founded Meridian West in 2001 following a successful career as a corporate lawyer at Freshfields with the vision to help professional and financial firms to become more client-focused. He has run thought leadership for professional services firms for over 20 years and led over 50 campaigns.

His clients include Pinsent Masons, Allen & Overy, Simmons & Simmons, KPMG, BDO, Grant Thornton, Coutts & Co., Deutsche Bank, GVA, Farrer & Co, and Addleshaw Goddard.

 Richard Silbermann

Richard has more than 30 years design experience working in professional services branding, communications and marketing. Richard is the founder and creative director of Brand Remedy. His award-winning work has included major branding programmes and other large-scale communications projects.

Clients include: Bird & Bird, Berwin Leighton Paisner, Brachers, CBRE, DAC Beachcroft, Gatehouse Bank, Historic Royal Palaces, International Chamber of Commerce, LCH Clearnet, London Development Agency, Memery Crystal, Moore Stephens, PKF Littlejohn, Sackers, Savills, Stephenson Harwood, Taylor Wessing and Thomson Snell & Passmore.

Jonathan Litterick

Jonathan is a consultant at Meridian West, providing project management and analysis on a wide range of client projects.  Prior to joining Meridian West, Jonathan worked within Private Equity, where he was responsible for the operations & strategy of an international portfolio. This included responsibility for operational oversight, performance management and reporting of the firm’s portfolio, which spanned a range of industries and jurisdictions. He also launched a blockchain infrastructure company and has worked within collaborative learning technology.

Jonathan has an undergraduate degree in Economics from the University of Nottingham.