PwC — Content partnership with Tharawat Magazine

A content partnership alongside a Collection of interview articles and podcasts on ESG and sustainability.

CLIENT

SECTOR

Professional Services

YEAR

2023

DELIVERABLES

Content Partnership

STORY

THE CHALLENGE

PwC is the second-largest professional services network in the world and one of the Big Four accounting firms, with a network spanning 155 countries and more than 284,000 people.

Its 10th Global Family Business Survey encompassed interviews with more than 2,800 senior executives across 87 territories — both a valuable resource for family enterprises and a potent avenue for PwC to demonstrate its knowledge of and care for family enterprises.

To share the survey to its fullest effect, PwC needed a content partner that could reach a targeted audience of family enterprise and wealth owners beyond the firm’s existing network.

OUR APPROACH

We designed a bespoke campaign giving PwC access to the global audience of Tharawat Magazine through curated placements.

This campaign was developed in conjunction with a Collection of interview articles and podcasts on the theme of transformative ESG and sustainability.

The Collection featured interviews with family business leaders and leading experts, highlighting results from the survey with engaging infographics supported by linked placements. A highlight video was produced featuring quotes from the Collection interviews.

The campaign was built around the PwC survey’s findings, rather than just a set of placements.

THE OUTCOME

The ESG and Sustainability Collection was accessed more than 200,000 times by readers in more than 35 countries — in large part entrepreneurs and family enterprise leaders with a vested interest in the findings.

Those readers interacted with the survey simply by reading the articles, and the average clickthrough rate to the PwC website ran above 3%.

Two dedicated newsletters were sent to Tharawat Magazine’s 4,600 subscribers, supported by more than 25 social media posts.

PwC’s association with the Collection strengthened the firm’s brand associations with sustainability and stewardship, in front of the kind of audience that requires its services. The Collection stays on Tharawat Magazine in perpetuity and is still shared regularly today.