What we do

Thought leadership

Our digitally-enabled world is changing so fast that no one can be certain what lies ahead, in business or society. However, organisations with the data and insights to chart probable new trends can deliver great value to customers and build the credibility and strength of their brands.

We work with leading companies to help them convert their research data, knowledge and experience into compelling thought leadership, from influential reports and white papers to animated films and social media. Clients find our journalistic background and business expertise give us the edge in identifying newsworthy angles and presenting research results in the most engaging way.

Our recent thought leadership projects have covered such topics as healthcare investment opportunities in Indonesia, UK social housing governance standards, and the changing roles of sales and marketing leaders.


ey_newTechnology is revolutionising the boardroom as digitally-empowered customers require companies to transform they way they – and their leaders – operate.

Competition, coexistence or symbiosis: The DNA of C-suite sales and marketing leaders explores the changing role of chief sales officers and their marketing counterparts.

Written by Content, the report is the cornerstone of a major global EY thought leadership programme. Drawing on quantitative input from more than 800 C-suite leaders, and our in-depth interviews with 20 more, it assesses how sales and marketing chiefs are reacting to the changing commercial environment, how they must overhaul their skillsets and approach to remain relevant, and how an emerging breed of leader – the chief commercial officer – may subsume both roles.

Apart from the 40-page report, we also wrote a complementary life sciences sector perspective and the script for a linked animation.

Grant Thornton



Grant Thornton’s suite of governance reviews provide a unique and comprehensive picture of the way our private and public sector organisations are run.

The suite scrutinises levels of governance in the FTSE 350, local government, charities, the NHS and the social housing sector. As well as providing fascinating sector overviews, the reviews enable individual organisations to benchmark their own performance against their peers.

The publications are written in-house by experts from Grant Thornton’s different sector practices. Content Consulting was first commissioned to edit the flagship corporate governance review in 2011, to ensure consistency of tone, grammatical correctness, and an engaging and accessible style. We now edit all five governance publications.


EY has revealed a new breed of global customer.

Ernst & Young report

In its report, ‘This time it’s personal: from consumer to co-creator’, EY identified the ‘chameleon consumer’. This individual defies the confines of traditional market segmentation; they have conflicting preferences and facets, shop online but demand the human touch, want individualised service yet communicate in packs.

Drawing on the results of a major survey of 25,000 people from 34 countries and all backgrounds, the report argued that organisations face testing challenges to retain the loyalty of this new – more empowered and informed – type of customer. It also provides guidance on how companies can convert such challenges into opportunities.

Ernst & Young report

Content Consulting wrote the 58-page report and was closely involved in shaping the narrative. Our involvement included:

  • Helping to define the core hypotheses
  • Participating in workshops to engage EY marketing managers in the findings
  • Complementary research to support the primary survey findings and core hypotheses

The report was the cornerstone of a global marketing and communication campaign aimed at establishing EY’s ascendancy in the B2C thought leadership sector. It generated wide media coverage and is opening up new client opportunities for the firm.

Ernst & Young report

Following the publication of the global report, Content Consulting was commissioned to write a bespoke regional variant for EY’s Middle East and North Africa business.

Rudi Boehlke, EY’s Markets Enablement Operations Productivity Leader, said:

“I have known Rebecca for several years and had the pleasure to work with her on various different projects, including the ‘From consumer to co-creator report’.

“I appreciate her professionalism and her creativity. She has good business sense and understands complex topics very easily and rapidly, which is key in the environment I am working in. I also like Rebecca´s writing style which is a good balance between ‘colourful’ and ‘straight to the point’.”