Case Study

Reshaping the
business landscape

ICAEW

The Institute of Chartered Accountants in England and Wales (ICAEW) is one of the world's leading professional membership organisations. Challenged by ICAEW to reinvigorate its member communications, Progressive Content launched a brand-new global business media brand, economia, and relaunched all ICAEW's existing specialist faculty publications.

The Challenge

ICAEW wanted to help celebrate the profession and recognise the place chartered accountants hold at the heart of key policy and business debates. It was important to appeal to all members, re-engaging members in business, many of whom felt the existing title, accountancy, no longer reflected their needs. ICAEW also wanted to strengthen its specialist faculty publications and the student magazine, Vital, to a consistent quality.

Our Solution

Progressive Content and ICAEW together decided that at the heart of this new approach should be an editorially independent, multi-platform proposition. Named after the figure on ICAEW's crest, economia combines general business content with technical updates on key aspects of finance and accountancy. Since launch it has become an integral part of the financial media landscape.

Produced to newsstand quality, content is offered across several channels. A monthly print magazine is backed up by a news-based website, which has become a trusted source of news for the profession. A weekly email and breaking news alerts help boost engagement and a monthly app allows members to access content on all major devices. Members can decide where, when and how they engage with economia.

The faculty magazines and Vital were all given a major overhaul and the combination of ICAEW technical expertise and Progressive Content's magazine craft has helped them flourish.

Results

The new all-member magazine, economia, has transformed the way ICAEW engages with members. As the only all-member communication, it has been well received with several senior business figures citing it as the first engagement they have had with ICAEW for years. This engagement of the business members has been matched within the practice community, where regular reader research shows it is also highly valued.

The faculty portfolio has also been completely relaunched by Progressive Content. This consists of seven specialist finance titles, along with Vital, a quarterly magazine for students. Reader research conducted by ICAEW with faculty members shows that reader engagement is high across the portfolio, with consistently strong scores for relevance, readability and authority.

"Progressive's insight-led approach has resulted in an effective content marketing strategy that is increasingly allowing members to engage and interact with us through their preferred platform"

Sue Best, marketing director, ICAEW

ICAEW in numbers

With over 140,000 members spread all across the world, ICAEW has a truly global reach

53

minutes is the average reading time for economia

25% +

of the worlds top 100 global brands advertise across ICAEW print and digital channels

38

The number of infographics produced for economia on Budget day

With an ABC-audited circulation of 137,640, economia is the UK's largest monthly business magazine