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A customised global strategy with ICAEW

A customised global
strategy with ICAEW

The Institute for Chartered Accountants in England and Wales (ICAEW) is a world-leading professional organisation with 186,500 members and students across 148 countries. To engage this diverse audience, we created a bespoke content strategy to achieve cut-through on a global scale.

Insight | Content strategy | Editorial & copywriting | Design | Illustration | Photography | Social | Print

The challenge? How to reach members working in a wide variety of roles, all at unique stages of their careers, and working in different countries around the world. The solution? ICAEW Insights, a tailored, multi-channel digital programme that puts members in control. Collaborating with ICAEW’s own content team, a dedicated team of specialist journalists cover every aspect of the profession, providing technical updates, events and perspectives on breaking news and topical issues. Members receive this content via ICAEW social channels or by email on either a daily, weekly or monthly frequency.

The Daily email currently points more than 38,000 members to fresh member content each morning. The Weekly email deliver the week’s most-read content to 15,000 more members. And the Monthly email rounds up the key issues with themed content for more than 50,000 members.

Critical themes, global debates and longer-term trends that delve into ICAEWs strategic objectives are explored in richer, video and long-form editorial campaigns, featuring in-depth analysis and interviews with industry leaders. These are promoted to members and broadcast beyond the membership to raise awareness and support the reputation of the institute among key audiences. With this dynamic, personalised content, we support and help give ICAEW a powerful voice while its members choose the content they want, when they want it.

Sunday have been great to work with and really understand what we’re trying to achieve as an organisation. They are flexible and adaptable, great listeners and always work collaboratively with stakeholders across the institute. As our main content partner, they push us creatively and provide an invaluable audience-first outside perspective but have also worked hard to understand how we work and what makes us tick. The results have been fantastic, showing consistent growth and improvement across the account

Sharron Gunn, Chief Operating Officer, ICAEW

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