BDO is the fifth largest accountancy and advisory organisation in the world.
BDO Australia engaged BBS to create and execute a brand profiling and thought leadership campaign to cement its position as the leading tier-two firm in the Australian market. Our team worked closely with BDO’s national executive, individual partners and in-house media and communications team across multiple offices.
The strategy earned BDO in excess of $16 million worth of coverage over the first 12 months and delivered increased return on investment ($20 million) the following year. It also effectively supported multiple business strategy elements – new business growth, new market penetration and staff attraction/retention.
BBS’ approach focussed on achieving three core goals:
- Raising awareness of BDO’s brand and positioning BDO as the preeminent advisors in their field
- Ensuring BDO had a strong and increasing ‘share of voice’ within media on critical issues such as tax reform
- Managing issues related to BDO’s reputation as the firm worked through multiple structural realignments
Proactive thinking and quick turnarounds on current media topics provided BDO with increased opportunities to provide comment. BBS coached spokespeople in preparation for each interview with key messages and Q&As.
The profiling strategy focused on BDO’s areas of core strength and revenue but also pushed into new markets and highlighted new services which brought other income streams to the firm.