REL Consultancy, the specialist working capital division of The Hackett Group, wanted to achieve thought leadership within the British, South African and French finance communities in the area of working capital optimisation.
REL is competing with some of the largest and most heavily-resourced companies in the world for share of voice in this space, but strengths in its favour included a heavily experienced senior leadership team, tight focus on one specific niche and an ability to produce high-quality content for marketing, sales support and CRM purposes.
With the help of REL’s global communications leader, TopLine set about managing the timely supply of content for communications and marketing purposes. We also helped REL's experts to create content that's anchored to topical stories and presented in media-friendly formats. At the same time, through a series of journalist briefings (face-to-face and over the telephone), we began establishing relationships for REL with key influencers where none previously existed.
The result was that in 2013 REL experienced a 62% increase in UK media coverage, becoming the most-quoted company on the subject of working capital. It is now also firmly on the radar of key trade influencers and has established its reputation as a reliable and responsive go-to company for comment on news and issues related to working capital optimisation.
TopLine continues to deliver exactly what it promised it would: greater visibility for the REL brand and its senior leadership, an increase in media opportunities and efficient account management. I’ve found them easy to work with, proactive and always keen to improve their understanding of our business and the environment we operate in.
Global Communications Director, REL