Grant Thornton International

“Building Thought Leadership”

International accounting and advisory company, Grant Thornton, differentiates itself as an organisation that works with dynamic companies, harnessing talent and skills, to help them grow.

As part of this activity, it works with Linstock to produce insights on women’s progress in occupying senior business positions through its Women in Business (WiB) report.

Brief
The WiB report aims to demonstrate to businesses that Grant Thornton contributes insight on a subject important to them as well as show its international reach. This is done by providing truly international insights, surveying businesses in 40 economies and investigating issues such as support for quotas on an annual basis. The report is also well timed; releasing the findings on International Women’s Day.

Approach
Linstock works with Grant Thornton to produce an annual piece of thought leadership on the issue of gender diversity in senior management. The Women In Business report measures women’s progress in occupying senior business positions, but also offers fresh perspectives and calls to action in order to boost diversity at the top of firms. As part of the strategy to establish Grant Thornton as the leading voice on the topic, the report is published every year on International Women’s Day, to increase salience and media traction. The report also demonstrates Grant Thornton’s international reach by including insights from nearly 40 economies.

Linstock works with Grant Thornton to analyse the data and to draw out key story lines to engage the media.

Our primary targets are international media, but the materials are easily tailored for use in individual regions. The report’s insights are conveyed using blogs, social media and a graphics-driven approach, making it easy to use online and helping push traffic to the company website.

Results

• 200+ press mentions around the world, including the Financial Times and Harvard Business Review
• 56,000 impressions on social media
• 800+ webpage views

“Linstock combined creativity, academic rigour and macro trend sensitivity.”
Dominic King, Global Research Manager, Grant Thornton

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