Our latest thought leadership examples

Campaigns crafted for intelligence, influence and impact

Emily Taylor Gregory, Marketing director

Welcome to our latest thought leadership examples round-up. Here we showcase fresh campaigns that are breaking new ground, building influence and creating impact.

These insight-led programmes explore urgent topics—from tax and ESG to customer experience and cyber resilience—brought to life through smart storytelling and intelligent research.

Each campaign reflects the evolving needs of modern business audiences and presents insight in versatile and engaging formats. Explore the highlights below.

FedEx: backing the dreams of small business

FedEx’s Football SME Connect campaign brings football and entrepreneurship together to support small businesses (SMEs) across Europe. Partnering with the UEFA Champions League, FedEx promotes SMEs by offering expert advice, visibility and peer networking.

Research into SME challenges—such as scaling, accessing resources and navigating uncertainty—inspires this upbeat campaign. In addition, it reflects FedEx’s continued commitment to championing small businesses as the economic engine of Europe.

Activation

The campaign tells its story through a dedicated hub featuring vibrant video case studies, SME spotlight articles, and behind-the-scenes features from Champions League events — all designed to inspire and energise the SME community.

Finally, the campaign also showcases what a comprehensive thought leadership strategy can look like. With the brand story running as partner content on FT.com and gaining further reach through sponsoring Scoreboard, the FT’s weekly briefing on the business of sport.

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Deloitte: shaping the future of tax

Deloitte’s Tax Transformation Trends 2025 report brings clarity to a rapidly evolving tax landscape. Drawing on the perspectives of over 300 tax and finance leaders across the globe, it reveals how organisations are embracing digitisation, agility and talent reconfiguration to meet increasing complexity and regulatory demands.

The survey shows that 84% of respondents will boost investment in tax technology, especially in data, integration and talent. This research benefits from Deloitte’s global reach and deep expertise, providing robust insights for leaders navigating change.

Activation

Alongside the report, Deloitte offers interactive data visualisations, thought pieces and summary videos — packaging up complex themes in digestible, shareable formats for its global tax audience.

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EY: reinventing the consumer brand

In this bold future-facing research, EY explores how consumer products companies are redefining their value propositions for a new era. Drawing from insights across C-suite leaders in FMCG, the State of Consumer Products 2025 report outlines how brands must move beyond transactional relationships to deliver broader lifestyle value.

The research highlights three transformation pathways: shifting to direct-to-consumer models, making sustainability a strategic priority, and driving radical innovation in product and packaging. The findings are data-rich and built from a strong storytelling lens, signalling EY’s leadership in brand strategy and transformation.

of consumers no longer consider brands a significant factor in purchases.

of consumers view “innovation” as a cost-cutting effort.

of retailers believe only one mass market brand will remain on store shelves.

Activation

The report is supported by interactive microsite content, detailed sector breakouts, and a mix of executive interviews and video explainers that bring the future of consumer products to life.

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Buro Happold: reframing the conversation

Buro Happold’s ESG Value Creator report decisively reframes ESG as a source of long-term value creation. Based on in-depth interviews and quantitative research across 800 decision-makers, the study finds that organisations embedding ESG early into strategy are seeing stronger business performance — both financially and reputationally.

Crucially, the research challenges the perception of ESG as a cost or compliance burden, providing rigorous evidence that ESG excellence drives innovation, talent retention and competitive differentiation.

Activation

Engaging content is delivered through an interactive digital summary, sector-specific infographics and snappy insights pulled through social media — all supported by a clean and data-led design language

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EY: steering strategy through disruption

In this complementary campaign, EY investigates how boards and governance models are evolving to meet long-term value challenges.

The research underscores the increasing pressure on boards to engage with stakeholders to align governance with ESG metrics and guide organisations through disruption.

Findings highlight a disconnect between corporate ambition and board capabilities, with EY offering strategic guidance on closing that gap. Clear writing and expert analysis ensure insights land with boardroom leaders and governance specialists.

Activation

A sleek microsite experience houses the core report alongside executive interviews, infographics, and governance diagnostics tools tailored for board audiences.

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Porter Novelli & Iron Mountain: Unlocking business potential through high quality data

In partnership with FT Longitude, Porter Novelli and Iron Mountain explore how better data practices unlock significant economic potential. The Unlocking Business Potential report reveals that poor data costs organisations trillions in lost opportunity — while those with strong data governance and culture reap substantial rewards.

Based on a global survey and expert analysis, the campaign quantifies a staggering $72 trillion in untapped growth from improving data quality, stewardship and trust.

Activation

The story is told through a white paper, shareable headline data points and engaging visuals. Strong media hooks and confident storytelling bring serious energy to this high-stakes business issue.

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LevelBlue: technology and business impact

LevelBlue’s 2025 Futures Report examines the impact of new technologies on business strategy. It also explores how these technologies will influence risk and resilience in the future.

Drawing from cybersecurity and business leaders, the research identifies five key megatrends, including the rise of quantum computing and AI-driven threat management.

The tone is forward-looking and authoritative, positioning LevelBlue as a strategic advisor to CIOs, CISOs and transformation leaders navigating change.

Activation

The campaign includes a deep-dive report, headline-rich press materials and multimedia content including webinars and short expert videos — designed for tech-savvy, time-poor leaders.

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SAS Institute: transforming risk management

In Transforming Risk Management, SAS Institute and FT Longitude turn the spotlight on the banking sector’s risk readiness. Based on global survey data, the research unpacks how financial institutions are modernising risk frameworks in response to regulatory shifts and technological change.

Based on global survey data, the research unpacks how financial institutions are modernising risk frameworks in response to regulatory shifts and technological change.

Key themes include AI-driven risk modelling, and and the cultural shifts needed to embed risk agility.

Activation

Alongside a flagship report, the campaign features blog posts, webinar events and decision-maker toolkits — helping banks translate insight into action across their risk teams.

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Verizon: investigating the changing CX

Verizon’s CX Annual Insights Report investigates the changing shape of customer experience.

With digital transformation accelerating, the report identifies personalisation, speed and emotional intelligence as top drivers of customer satisfaction in 2024.

Based on a robust mix of consumer data and expert insight, the research makes the case for experience-centric transformation — where CX strategy is core to growth, not an add-on.

Activation

The report is part of a more comprehensive CX campaign ecosystem, which host a series of videos, leader interviews, case studies and visual storytelling assets designed to spark engagement across target audiences in both business and tech.

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