Latest campaigns and real thought leadership examples: Winter 2023

Dive into our latest showcase of cutting-edge thought leadership examples, where storytelling meets strategy, and creativity fuels every insight. Brought to life by visionary companies and institutions, this collection spans the most pressing business themes of our time: from the urgent call of sustainability and the relentless pace of digital transformation to innovative financial strategies and the crucial pursuit of diversity in the corporate landscape.

Each campaign is a showpiece in engagement, blending compelling storytelling with strategic depth to captivate audiences. Through a rich variety of content—ranging from immersive articles and in-depth reports to enlightening expert talks, visually striking infographics, and captivating videos—these thought leadership examples not only inform but inspire action and change.

Experience how these leading voices in business use creative prowess to unfold complex narratives, presenting actionable insights with unparalleled clarity.

Thought leadership examples and campaigns

New ideas for the future of sustainability

Lost in Transition?
AECOM

AECOM’s “Lost in Transition” campaign dives deep into transforming cities for a sustainable future, spotlighting cutting-edge urban development and climate resilience strategies. It’s all about levelling up communities globally through smart, equitable progress.

ACTIVATION: Bringing this vision to life, the campaign unfolds through a dynamic mix of content – think snappy articles, insider insights, and actionable guides tackling everything from power grid innovations to urban mobility solutions. With special reports and deep-dives, it lays out a roadmap for navigating the complexities of energy transitions, empowering the energy workforce, and more.

Sustainability: ambition to action
Investec

Investec’s spotlight on the FT.com drives home the critical edge ESG strategies give businesses, blending environmental stewardship with investor appeal. It’s a deep dive into leveraging data for storytelling in sustainability, unlocking value in private equity, and aligning missions with soaring ESG benchmarks.

ACTIVATION: Through an engaging mix of insight presented on FT.com, Investec unfolds the ESG narrative with rich articles, insightful data, authoritative voices, and compelling videos. It’s a holistic look at meeting sustainability targets, reaping ESG’s commercial rewards, and embedding clear missions and leadership in the heart of ESG initiatives.

Re-energising offshore wind
Newton Consulting

“Re-energising Offshore Wind” paints a hopeful yet realistic picture of the UK’s journey to power up through offshore wind, targeting a leap from 14GW to 50GW by 2030. Despite the hefty $54.8bn boost from Scotland, doubts linger among the experts. It’s a call to action, urging for innovative and financially savvy moves to hit that ambitious goal.

ACTIVATION: The campaign wraps this narrative in a mix of engaging formats – from a rich, downloadable report and insightful expert talks to captivating visuals. It’s a beacon for stakeholders and policymakers, aiming to spark a united push towards a wind-powered future.

Planetary Pulse
Ninety One

Ninety One’s “Planetary Pulse” in collaboration with FT Longitude, dives into how the big players in finance are tackling the climate crisis through investments. With insights from 300 experts worldwide, it uncovers a mixed bag of strategies aiming for real impact, aligning with the Paris Agreement.

Yet, amidst scorching temperatures in 2023, there’s an unexpected slowdown in climate-focused investments. The report calls for a deeper, more meaningful approach to green investments, spotlighting the need for solid, actionable frameworks that really move the needle on environmental impact.

ACTIVATION: This outstanding digital report uses a creative mix of analytical content, interactive data visualisations, dynamic design and expert commentary to engage readers and convey the complex information effectively. These components are designed to provide a comprehensive and immersive experience, allowing readers to explore the topics and insights in depth.

Fresh insights for Financial Services

Big picture, fine details
Barclays Corporate Banking

Barclays and FT Longitude’s campaign uncovers how over 350 UK business leaders strategise growth, balancing broad and localised approaches. It spotlights a tilt towards universal strategies for broader reach but underscores the crucial role of regional tailoring—only a sliver sees wider strategies as most lucrative.

ACTIVATION: Through rich research, expert dialogue, and grounded tips, the campaign sheds light on the fine line between global outreach and local impact, offering key strategies for businesses aiming to thrive both regionally and nationally.

New horizons for the Asian family office
DBS Bank

DBS’s digital transformation blueprint lays out four crucial steps: unifying vision, merging finance and commercial efforts, boosting treasury’s role, and tech-skills enhancement. Drawing from 1,225 executive insights, it’s a master plan for seamless digital overhaul company-wide.

ACTIVATION: The wider campaign dishes out wisdom through rich articles, expert talks, videos, and reports with a distinctive and harmonious creative identity, all aimed at schooling businesses in digital integration, fostering finance-commercial unity, and tech-skills advancement for a sturdier digital future.

Where money matters in Central & Eastern Europe
Erste Group Bank

Erste’s campaign, in collaboration with the Financial Times, unpacks Central and Eastern Europe’s (CEE’s) financial and social quandaries, spotlighting the war in Ukraine’s economic toll, the social entrepreneurship wave, and urgent reform needs for societal uplift. It champions progressive banking, sustainable living, and impactful community investments as beacons of change.

ACTIVATION: By blending expert insights with data analysis, this initiative casts a revealing light on CEE’s economic shifts, inflation effects, and the pivot towards sustainable investing, aiming to empower the region’s fiscal and social landscapes.

European Consumer Payments Reports 2023
Intrum

Intrum’s 2023 European Consumer Payment Report unveils the pressing financial realities for Europeans: shrinking disposable incomes and an uptick in payment defaults highlight the economic pinch. With a quarter regularly overspending and a notable shift towards normalising late payments, the report offers a critical lens on the continent’s economic pulse.

ACTIVATION: Through a rich content blend of data, expert insights, and in-depth analysis, it maps out the terrain of consumer financial health, spotlighting the urgent issues from the cost-of-living surge to inflation’s fallout, all while delivering actionable insights for navigating these turbulent financial waters.

Do you have the payments efficiency edge?
US Bank / Elavon

U.S. Bank’s Payments Transformation is every company’s gateway to unshakeable financial resilience. It’s a deep dive into the latest in payment strategies, grounded in insights from 250 finance wizards, all about mastering the art of secure, savvy transactions. This isn’t just about keeping up; it’s about leading the charge in efficiency, loyalty, and security.

ACTIVATION: Dive into the galaxy of infographics, data cuts, and sector-specific secrets, all on a sleek platform. With wisdom for every industry from healthcare to retail, this report powers-up your payment prowess to fortify your financial frontiers.

Professional Services perspectives

Critical Decision-Making in an Uncertain World
L.E.K. Consulting

The L.E.K. Consulting report on “Critical Decision-Making in an Uncertain World” explores strategic approaches for businesses navigating today’s volatile environment. It emphasises the importance of agile decision-making, informed by robust data analysis and strategic foresight. The report advocates for a proactive stance in addressing challenges, leveraging technology, and fostering innovation to maintain competitiveness and resilience.

ACTIVATION: In a rich multimedia experience, the campaign is brought to life with in-depth perspectives from subject matter experts, key data points and visualisations, together with secondary related audio and editorial features, all presented on the campaign’s homepage.

Dive into the campaign and discover through immersive multimedia—expert insights, compelling data, and more—all on one interactive platform. It’s not just a report; it’s a blueprint for navigating today’s challenges with technology and foresight, ensuring all businesses can stay ahead in the game.

Value Creation: Time to go further, faster
PwC

PwC UK’s Value Creation campaign is all about giving businesses the keys to unlock and safeguard their value in a world that’s always changing. It’s a heart-to-heart on embracing a mindset focused on creating more value, whether that’s cutting costs, beefing up your team, flipping your business model on its head, or stepping into new markets. This initiative is a blend of seasoned wisdom and tech smarts to spark growth and build resilience.

ACTIVATION: The campaign dishes out fresh insight through articles, insights from the pros, success stories, and strategic tips, covering everything from smart investing to making bold moves in response to the market’s twists and turns. With deep research reports in the mix, it’s a playbook on using transactions to stay agile and transform your game.

Dealing with digital transformation

Digital Transformation Report 2023
Monstarlab

A new study from Monstarlab identifies industry leaders’ practices in the digital landscape. It focuses on the essential strategies for success in digital transformation, emphasising the importance of innovation and adaptability in today’s rapidly evolving market. This research provides valuable insights for businesses aiming to lead in the digital era.

ACTIVATION: The Monstarlab “Digital Innovation Report” utilises a mix of analytical articles, detailed research findings, executive summaries, and visual data representations to convey insights on digital transformation across industries. This approach aims to provide comprehensive understanding and actionable guidance on achieving digital excellence, catering to a wide audience including business leaders and digital strategy enthusiasts.

The New Digital Reality
TechnologyOne

TechnologyOne’s report with FT Longitude tackles digital transformation in local council services, analysing feedback from over 500 civil servants and 2000 UK citizens. It highlights the digital divide, funding for digital projects, cybersecurity, and enhancing citizen engagement. Urging local authorities to evolve, it’s a call to action for digital innovation.

ACTIVATION: This campaign brings to life a deep dive into digital pragmatism using reports, videos, and analysis. Aimed at equipping local councils with knowledge and tools, it’s a comprehensive guide to improving public services digitally.

Getting the best from the boardroom

CFO Insights Report
US Bank

U.S. Bank’s “CFO Insights Report” flips the script: it’s no longer about growth at all costs but smart spending in shaky times. Over 1,400 finance mavens weigh in, spotlighting a strategic swerve to cost-efficiency, tech savvy, and battling the big risks—from talent droughts to inflation worries—with tech investments leading the charge for a leaner, meaner, future-ready finance function.

ACTIVATION: Dive into the shift with slick infographics, regional breakdowns, and bite-sized insights. It’s a finance leader’s playbook for thriving amidst uncertainty, packed with tech trends and cost-cutting hacks that redefine the bottom line.

Mid Cap 40 Report
Spencer Stuart

The 2023 Spencer Stuart “S&P MidCap 400 Board Index” brings a fresh look at boardroom dynamics, spotlighting a drive for top-tier execs and a richer mix of functional leaders. A heartening shift shows nearly half the newcomers are making their boardroom debut, with diversity making significant strides — a majority now are women, minorities, or LGBTQ+. Plus, we’re seeing boards become more open about their diversity efforts.

ACTIVATION: This campaign wraps these insights in a neatly packed report, blending stats, expert takes, and visuals to map out the evolving landscape of corporate leadership. It’s a treasure trove for anyone keen to navigate the nuances of today’s boardrooms.

For those eager to revisit the thought leadership examples of the previous quarter, simply click 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.