Thought leadership research: RSM

Seventh largest global accounting network
Objective to drive intra-network referrals by helping member firms win cross-border mandates
No prior demonstration of thought leadership to potential clients, members and referrers of business

Proposed research paper to the board:
- International comparison of business births and deaths, and five-year survival rates
- Creation of RSM branded index which would become a recognised benchmark of business vitality globally
Originated and collated data, identified sources, project managed the paper and managed the media campaign

Established RSM as expert on international business creation and destruction
Over 60 hits in target media, including The Financial Times, Bloomberg Business Week (US) Valor Economico (Brazil), Reforma (Mexico), Süddeutsche Zeitung (Germany), Le Figaro (France) etc.
A major discussion forum was hosted at the RSM annual conference in Amsterdam around the white paper, attended by over 200 delegates
Member firms held in-country events, disseminated the paper to contacts and opened new business dialogues
Discussion initiated through the CEO blog and social media channels such as Twitter and LinkedIn