Case study: McGrigors

Situation analysis:

• A national law firm with a strong, yet low profile contentious tax practice
• Objective to grow their tax practice by staking-out a leading position in the media on relevant tax issues
• Had used a large, generalist agency before, but they lacked the in-depth knowledge to get to grips with complex tax issues

Strategy:

• By obtaining primary data from HMRC and other government bodies, and by adding value in terms of high-level analysis, we able to break many of the key tax stories over the last four years
• Leveraging our contacts with key journalists – Vanessa Houlder (FT), Lucy Warwick-Ching (FT), Ian Cowie (Sunday Times) - we were able to position McGrigors as go-to commentators on breaking tax stories

Results:

• Over 30 national press articles per year on tax issues (114 in total)
• Multiple hits including the Financial Times (x9), The Times, The Sunday Times and the The Daily Telegraph