Project Eminence
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A multinational tax advisory firm with offices across three countries suffered from a fractured digital identity, with 35+ partners remaining siloed and unable to project a unified, cross-border authority.
SERVICE
CLIENT
This engagement represents a key milestone from the founder’s body of work at her prior firm. Identities have been redacted to respect the confidentiality of all parties involved.
The firm operated across three countries with highly seasoned partners (average 20+ years of experience). While they were giants in the boardroom, their digital presence was fractured.
We conducted a deep-dive audit of 35+ Partner profiles. The findings revealed a “credibility leak”, inconsistent headers, outdated bios, and zero cross-linking between practice areas.
This was a “Legacy Cohort.” Many partners viewed LinkedIn as a distraction or a job-hunting tool, resulting in low adoption and no amplification of the firm’s insights.
The objective was to shift the partners’ mindset from “Resistance” to “Utility” through a high-impact workshop.
Before the session, we had to prove the need. We presented a comprehensive audit report to leadership.
THE STRATEGY
We didn’t just say “fix your profile.” We highlighted how a dormant profile acts as a “credibility leak” during the RFP process.
THE RESULT
The audit acted as a wake-up call, securing immediate buy-in from the senior-most leadership for a mandatory intervention.
We conducted a high-touch, customised branding workshop specifically designed for sceptics.
THE APPROACH
We stripped away marketing jargon. We didn’t talk about “likes” or “virality.” We spoke their language: Business Development, Talent Attraction, and Reputation Management.
THE TRANSFER OF POWER
Instead of doing it for them, we gave them a “Firm-Wide Architecture”, a playbook for structuring their own bios to balance corporate uniformity with their individual niche expertise.
Post-workshop, the firm achieved a unified digital standard across all three geographies as partners implemented the playbook.
The “dormant” partners began sharing firm circulars and regulatory updates, effectively multiplying the firm’s organic reach by 35x LITERALLY!
Partners began using the new “Searchable Service Line” format we highlighted to them, enabling them to easily refer clients to colleagues in other jurisdictions simply by sharing a LinkedIn link.
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