Haines Watts: Secret life of a Business Owner
A 12 month campaign for a national accountancy firm. This piece was featured across major media outlets.
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Haines Watts is a national accountancy firm with over 60 offices across the UK. Their brand is built around providing advice and compliance services to owner managers of SME businesses.
As a brand they focus on the business owner as an individual, identifying issues and opportunities pertinent to them. The positive impact this has on their wider businesses is considered a consequence of the investment placed in that single person.
Working with PR Agency, Man Bites Dog, a survey was conducted into the lives of owner managers. It covered financial benefits, lifestyle, risks and emotional health.
The data we gathered was turned into an episodic campaign called, ‘For love or money; The secret life of the business owner’, with the goal being to create a voyeuristic on-going feature that lifted the lid of what life is like for the owner of a SME business.
The campaign was centred around an online benchmarking tool that enabled users to see average earnings, lifestyle purchases and mental health issues for people in their region, industry or age bracket.
This piece was featured in national and regional press – including The Financial Time, Accountancy Age and the Mail Online.
Creative Direction: Anthony Mullinder
Art Direction: Rob Doble // Domini McMunn
Website Design: Rob Doble // Justin Rickwood
Website Development: Chris McNally, Haines Watts Technology
Email Design: Justin Rickwood
Email Development: Chrissie Towill/strong>
PR Agency: Man Bites Dog
Project Manager:Helen Sanders