20 March 2013 - London & South East
The next frontier in Thought Leadership: Thought Capital
Gurpreet Garcha, Partner, Gulland Padfield and Amali de Alwis, UK Thought Leadership, PwC
GVA, 10 Stratton Street, London,W1J 8JR
12 noon registration for 12.30pm to approx 2pm
Few professional services firms effectively measure, let alone achieve an adequate return on investment from their Thought Leadership initiatives. A new approach is needed if Thought Leadership projects are to deliver consistent financial benefits. A process which transforms Thought Leadership to Thought Capital and builds in ROI measurement, can generate at least 3-4x ROI within the first six months of launch.”
For leading professional services firms, the creation and publication of business research and its use to engage with clients, the media and internal stakeholders, is recognised as the most effective and Client Centric marketing and business development channel.
Yet our research shows that many firms and their client-facing staff are failing to drive the full return on investment from their content marketing initiatives. The term ‘Thought Leadership’ is now used to describe anything from a full analysis report to a simple brochure.
A new approach is needed to refresh ‘Thought Leadership’ as a concept and re-focus it on more tangible financial benefits. In other words, to transform it to ‘Thought Capital’.
In this interactive seminar, Gurpreet Garcha will reveal findings from Gulland Padfield’s recent study, Turning Thought Leadership into Thought Capital: achieving measurable ROI from your marketing spend.
She will be joined by PwC’s Amali de Alwis, who will give the in-house view from working on campaigns including PwC’s flagship 16th Annual Global CEO Survey, launched at the World Economic Forum in Davos in January.
The session will cover:
• 6 steps to shift your Thought Leadership into Thought Capital
• ROI on business development spend - Who’s doing it, how they’re doing it, and the results.
• Taking Thought Capital digital – Gamification: what’s the story?
• The in-house view: Q&A with Amali de Alwis, PwC: discussing campaigns including PwC’s flagship 16th Annual Global CEO Survey 2013, launched at the World Economic Forum, Davos in January.
Gurpreet Garcha is a partner at Gulland Padfield. She advises many leading financial and professional firms on areas of strategy, market positioning and marketing - including the design, implementation and tracking the ROI of Thought Capital campaigns. She has been one of the pioneers in the development of a Client Centric approach to strategies in the services sector, the Client Centric Index (www.clientcentricindex.com).
In 2010, she spent 8 months project managing PwC’s UK thought leadership research. She was formerly an Associate Director at Lighthouse Global.
Amali de Alwis is a Thought Leadership manager at PwC. She works across lines of service and currently overseas PwC's board sponsored thought leadership research project looking at organisational trust. She is also UK lead for PwC's Annual Global CEO Survey which launches annually at the World Economic Forum in Davos (www.pwc.co.uk/ceosurvey).
She previously worked as a brand and marketing research consultant working across financial and consumer goods companies, advising particularly on digital engagement and stakeholder management.
Cost: Members £50.00 + VAT Non Members £85.00 + VAT
To register for this event please email firstname.lastname@example.org or call 0207 690 0353