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Latest campaigns and real thought leadership examples: Winter 2022
What’s new in thought leadership and B2B campaigns? Here, with your quarterly digest of the latest campaign examples, we’ve got plenty to share.
From hot topics and timely insight to creative ideas and inspiring content, we showcase a selection of recent campaigns that pass the test for real thought leadership: thought-provoking content that engages, educates and influences hard-to-reach audiences.
Check out last quarter’s campaign launches here.
If you’d like more information on any of the campaigns featured, please get in touch — we’d be delighted to tell you more about them and help find ways you too can innovate with your next campaign.
New ideas for the future of energy
Energy IntersectionsEnergy Intersections, a brand new collaboration between PwC, FT Longitude and the Financial Times, sheds new light on the energy transition. At a pivotal moment for industry, governments and individuals, this campaign uncovers new intersection points between energy and the world around us, covering in-demand topics such as cross-industry collaboration, the battle to net-zero, and climate finance.
ACTIVATION: Hosted on a dedicated partner content hub on ft.com, the campaign features short-form articles, video and audio interviews, bringing a breadth of multi-format content. Visibility via the Financial Times network ensures the campaign benefits from extra additional reach and authority, showcasing the company’s insight to the FT’s loyal business audience.
A clean energy revolution
Centrica Business Solutions
Industries are under pressure to reduce carbon footprint and meet climate goals. But with challenges posed by the fallout of Covid-19 and current economic distress, how can you balance your financial and environmental demands? Building on an original thought leadership campaign, Centrica and FT Longitude now shed light on three industries: food and beverage; manufacturing; and tech. The results? Sustainability should be seen as an opportunity and revenue driver, not an additional cost. But how?
ACTIVATION: Taking centre stage in this latest wave of research-led insight, a robust and in-depth research report provides Centrica with the simplest form for conveying fresh thinking on this important business challenge. Designed to extend and enhance the first wave of content, this latest publication further underlines Centrica as a reliable and trusted source of authority on the topic.
Trending in Tech and Cyber-Security
Data for Humanity
Lenovo
New research from FT Longitude and Lenovo indicates that companies successfully collaborating on data across their business are more likely to be taking action against humanitarian challenges. What’s more, these leading companies are also benefiting financially. Going further, the report concludes that data collaboration is absolutely fundamental to improving global stability and security, and investment in these areas are vital across the coming years.
ACTIVATION: Published as a new addition to Lenovo’s StoryHub, Data for Humanity has been built around a central report, combining headline findings, detailed research data and critical takeaways. The campaign was designed to get media attention, build social awareness and generate web traffic and has garnered media interest from a variety of trade publications.
Business, reimagined
Verizon Business
As part of their Future of Work insight campaign, Verizon and FT Longitude produced the ‘Business, reimagined’ research report to support and promote Verizon’s unrivalled expertise. The research itself covered manufacturing, retail and supply chain in detail, and how continual upheaval over the past few years is causing strategic uncertainty and core difficulties in effectively managing a workforce. How can these industries accelerate their knowledge, and prepare a workforce for the future?
ACTIVATION: This latest research release purposefully feeds into Verizon’s broader, top-level positioning on the future of work as a key theme in its thought leadership strategy.. The content forms a new, central pillar to its future of work hub combines short, medium and long-form articles that leverage the research findings as well as a range of industry deep-dives to shed new light on emerging ideas for sector-based audiences.
Organizations have a sustainability gap
Fujitsu Uvance
This new series from FT Longitude and Fujitsu Uvance examines the strategies and actions needed for organizations to drive meaningful change in sustainability. The research highlights that while many organizations recognize the importance of sustainability, there is a gap between their stated commitment and actual progress. Organizations are not advanced enough in their sustainability journeys. How can they truly embrace sustainability pledges and make it a central part of their operations?
ACTIVATION: Hosted on a fully customised content hub, this campaign showcases expert insights from Fujitsu’s own team as well as external subject matter experts, including an in-depth exclusive audio feature presented by FT Longitude editor-in-chief Sean Kearns that helps to bring the vast array of expert perspectives to the fore.
The Challenge of Customer-Centric Banking
Genesys
Customer expectations for banking services have changed. As traditional banks struggle to keep up with these expectations, FT Longitude’s latest research, presented by Genesys, polled 600 banking executives from 21 countries. The survey highlights that continuous innovation of disrupters is raising customer expectations, but half of the surveyed banks say they cannot meet these expectations. How can banks improve their customer service strategies? Emphasis on personalization, technology-enabled strategies and winning customer’s trust are key factors to achieve this.
ACTIVATION: This report is packed with rich and unique insights from our own desk of banking SMEs, as well as journalists elsewhere in the banking industry. The 600-strong global survey provides clear and compelling data points that help to tell the story, together with clean and concise data visualisation, all underlined with a sharp editorial focus.
Fresh insights for Financial Services
European Consumer Payments Report 2022
Intrum
Now in its tenth year, Intrum’s market-leading consumer payments report could not be more timely. With personal finance and the rising cost of living hot topics in the press, this latest report, in collaboration with FT Longitude, shows that inflation hikes and declining purchasing power has set off a wave of ‘bill-anxiety’ among European households. As consumer confidence in Europe falls to a new low, this report sheds light on the current sentiment across the continent.
ACTIVATION: This year’s findings are explored in detail in an extensive, highly visual and data-rich report, alongside a global webinar to mark the launch of its latest release. This flagship brand campaign continues to achieve significant media coverage, including a high-profile feature on Sky News and interview with Intrum CEO Andrés Rubio.
Navigating our Future: The Private Wealth in Digital Assets Study
Matrixport
The Private Wealth in Digital Assets Study is a collaboration between Matrixport and FT Longitude that aims to better understand the perceptions and behaviours of investors towards digital assets. Why does the world need to learn about digital assets? More traditional institutional players are taking a serious interest, with banks integrating cryptocurrency into their platforms, and fund managers raising more crypto funds, the world of digital assets is growing – and volatile.
ACTIVATION: A fully customised, branded campaign hub hosts this sophisticated report, with chapteried insight to ensure ease of navigation and a more engaging audience experience. FT partner content, hosted on ft.com, provides an important generator of online traffic to augment organic channels elsewhere across the campaign.
2022 CFO Insights Report: Leading through uncertainty
US Bank
The rapidly changing business environment has brought about new risks such as inflation, talent shortages and supply chain bottlenecks, in addition to long-standing risks like cyberattacks and regulatory changes. US Bank and FT Longitude surveyed 750 finance professionals in businesses across the US to evaluate how finance leaders are navigating these challenges and seizing opportunities related to ESG and digital transformation. It’s clear finance leaders face struggles in balancing risk management and growth, but opportunities lie ahead for those who can effectively navigate these challenges.
ACTIVATION: This multi-channel, multi-format campaign is brought together in a clean and concise, custom-designed digital hub, featuring a combination of long-scroll feature articles, chaptered insights, video content as well as an alternative, comprehensive whitepaper download.
Risk in focus: Risk velocity and the impact on business
Lockton
As the stewards of the financial health of their businesses, CFOs are responsible for strategic risk management. Lockton’s latest report polls these CFOs and other senior finance leaders, to investigate risk in modern-day business. The report found that risk velocity is on the up, and businesses have less time than ever to respond.
ACTIVATION: Lockton has elevated the traditional PDF format with interactive features to produce a stand-out central asset for its campaign. The report blends the traditional feel of a linear thought leadership report, in a modern, animated and engaging style of presentation.
The rise of transition finance
Ninety One
New data from asset manager Ninety-One and FT Longitude states that more than half of asset owners believe that without greater investment in transition-finance assets, the world will not be able to meet the Paris Agreement climate-change goals. The report calls for a culture shift within asset owners, asset managers and consultants and for action at multiple levels and collaboration between development banks and investors. Asset owners have the capital and influence to mitigate climate change, while profitably participating in the world’s adaptation to net zero, but time is of the essence.
ACTIVATION: Insights from this impactful thought leadership campaign are fully integrated into Ninety One’s own website architecture; beautifully designed with accessibility, variety and user experience in mind. The insights feature a combination of editorial and data visualisation, long-scroll infographic, FT Partner content and a seamless flip-book-style report alternative experience.
Sustainable transformation insights
ING
As part of ING’s series on sustainable transformation, FT Longitude helped prepare a series of insights and findings to support ING’s expertise. From climate finance, to renewable energy, to food waste, ING’s sustainable transformation hub is the go-to resource for insights on sustainability and business.
ACTIVATION: ING’s content hub is an unrivalled collection of insights from a company at the forefront of the sustainability movement. This ever-expanding knowledge base features an extensive range of articles covering ideas, perspectives and recommendations for sustainable transformation in the world of business from a variety of experts and authorities.
Professional Services perspectives
RE:NEW
White & Case
White & Case’s new series RE:NEW, in collaboration with FT Longitude aims to explore the challenges and opportunities that the energy industry faces as it moves towards net-zero targets. It focuses on the legal, commercial, and strategic risks and opportunities that companies and capital providers encounter as they work to establish clean, secure, and affordable energy supplies worldwide. The series tracks the progress of the energy transition and examines how energy companies are building a new ecosystem for the future.
ACTIVATION: A visually striking aesthetic perfectly reflects the bold nature of White & Case’s latest research campaign. The firm’s custom insights hub showcases real thought leadership at its best and features a chapterised digital report, enhanced by audio features, and interviews with influential external experts.
2022 U.S. Spencer Stuart Board Index
Spencer Stuart
The Spencer Stuart Board Index is the definitive guide to the shifting composition and governance practices of S&P 500 company boards. Now in its 37th year, the report analyses the key trends revealed by this year’s proxy statements, how the “class of 2022” shapes up, and analysis on the shifting governance arrangements and the latest changes in directors’ compensation. Overall, a continued push for greater board diversity is good news, but slow progress and challenges loom large.
ACTIVATION: The firm’s latest Board Index smartly demonstrates effective use of a wide range of content assets that make up the campaign. A series of topic-related reports, a key findings preview video, a downloadable PDF summary as well as interactive charts, a benchmark test and a five-part audio series create a multi-sensory collection of assets that dig deep and wide into this in-demand topic of insight.