The Client

The client is a prestigious global accounting firm with 300k+ employees across 100+ countries. The organization aims to nurture trust in capital markets and contribute to sustainable value for people and society via responsible AI solutions.

Client Objectives

In late 2022, the client wanted to create complex marketing assets that contribute to strategic development while executing C-level benchmarks and vision for success. The goal was to develop a long-term marketing campaign for their AI and data service lines, with multifaceted objectives. 

The firm was releasing new data and GenAI products and services that augment their personnel, teams, and business units in their respective core work. Internal-facing assets aimed to educate their 300k+ employees about their new technology solutions and capabilities, which would improve workflows, expedite new product and solution development, and enable new business opportunities. 

Simultaneously, the firm wanted to enhance market visibility, inform prospective clients of their expanding solution suite, and demonstrate their firm’s cutting-edge data and AI capabilities. External-facing assets aimed to enhance their industry presence by securing numerous industry awards, such as Microsoft Partner of the Year Awards, and illustrating their remarkable achievements in advancing AI-powered solutions on a massive scale amid a dynamic global AI regulatory environment. 

Client Challenges

As the client operates in a strictly regulated industry, they did not want to leverage a GenAI tool to assist with content development due to the inherent associated risks, including potential data privacy, copyright, security, and compliance risks.

The firm valued working with an experienced B2B marketing agency who had expertise in regulatory compliance, data, AI, and product development. This approach would ensure their internal teams could focus on their primary tasks and responsibilities while mitigating possible exposure of proprietary data. 

After evaluating six potential candidates, the client selected Orange Bridge due to our:

• Project proposal detailing a projected strategy for an initial marketing campaign for their data department based on a brief vision overview provided by the client. 
• Experience creating content for leading global technology enterprises.
• Deep knowledge of emerging technology and global AI regulatory trends. 
• Expertise creating content for organizations in the financial services sector. 
• Experience collaborating with C-Suite and technology teams, including conducting tailored interviews to guide content development.
• Experience as Microsoft Partner of the Year Award Submission writers.
• Personal referral from the Chief Marketing Director of a Fortune Global 500 professional services company with $64.1 billion in revenue in 2023.

Orange Bridge's Approach

After securing the contract, Orange Bridge initiated a personalized discovery call with the data and AI department C-level to understand their needs and vision. Our team then created an asset overview plan (PDF) with a corresponding timeline to address the specific project requirements per unique service line. 

Upon receiving approval, Orange Bridge began developing and executing internal-facing projects per the proposed timeline. The various assets were uniquely developed to align with C-level vision and brand voice, and were customized per different regions, and included:

• 2 minute video series to educate employees on the company’s available technology solutions.
• 60 second video series spotlighting C-level leaders and their personalized messages for employees regarding the organization’s AI vision and its impact on its people. 
• 60 second employee spotlight series with employee testimonials regarding how specific AI solutions improved their daily workflows.
• Technical documentation for the data department’s new data products and platform, including How-to guides.
• Email marketing campaign to inform employees about how new data and AI products would accelerate their workflows and eliminate redundant tasks.
• Quarterly reports about the current and future state of data and AI to educate internal teams about pertinent technology developments and its impact on their workflows.
• Easily consumable brand messaging campaigns to educate employees on the positive impact of data and AI, including how the company’s solutions enable them to effectively address client challenges and pursue new business opportunities. 
• Seasonal email marketing messages.
• Brand messaging that demonstrates the value of cultivating a diverse and inclusive company culture.
• Brand messaging that educates employees regarding responsible and ethical AI practices.

Orange Bridge simultaneously developed and executed external-facing marketing assets that aligned with the firm’s brand voice and its strict policies for all content intended for public consumption. These projects included:

• Multi-channel marketing campaign with educational messages regarding the firm’s AI achievements in a highly regulated sector.
• Case studies illustrating success stories of how the firm enabled prestigious clients to overcome complicated business challenges via its data and AI services and solutions. 
• Blog series describing the firm’s approach towards responsible AI. 
• Educational white paper about GenAI governance in a more regulated global AI landscape.
• Developing and producing informative videos for consumption by industry peers at notable live industry events.
• Creating 6 Microsoft Partner of the Year Award submission entries for 2024 on behalf of the AI service line.
• Developing press releases announcing winning and finalist positions for the 2024 Microsoft Partner of the Year Awards. 

Throughout all asset development, Orange Bridge’s team worked closely with the client’s C-level and various SMEs, including AI product development leads and brand marketing directors. From conducting interviews with SMEs to engaging in bi-weekly project status updates with brand marketing communications teams, we ensured the client’s internal and external messaging aligned with their vision.

The Results

The client realized their marketing objectives via the strategic assets created by our team over the past 2 years and has experienced numerous benefits from partnering with Orange Bridge, including:

• 34% increased employee engagement with the data department’s hero data platform.
• 4+ winning and finalist Microsoft Partner of the Year Award positions for 2024.
• New promotional brand messaging campaigns that reflect their updated service line mottos.
• 11 new case studies highlighting client success stories using the client’s AI and data products.
• 5 internal reports for the AI service line illustrating emerging AI market trends.
• 4 internal reports for the data service line illustrating emerging data market trends.
• Keynote speech template that can be adapted for use at various live technology industry events.
• Global videos distributed for various regional departments demonstrating the impact of new products, services, and technology developments on workflows.
• Marketing documents demonstrating the positive impact of AI across the firm.

The client entrusts Orange Bridge to continue our marketing consultant and content writing efforts and has renewed our contract through 2025. Forthcoming projects include:

• Driving updated C-level branding messages.
• Developing onboarding messages for new employees across different departments to streamline their transition to their new role.
• Preparing the data and AI departments to be increasingly competitive in industry awards, such as the annual Microsoft Partner of the Year Awards.
• Conceptualizing and creating marketing assets for various social media platforms and global industry publications.

Additionally, our team’s presence within the firm has expanded and we were honored to be introduced to their Assurance service line to create a marketing strategy for FY25.