THE CHALLENGE
Our client wanted to demonstrate its market-leading expertise on mergers and acquisitions in the Asia Pacific region, and to bring a network of industry peers and clients together at a hybrid in-person and virtual meeting. This would need to stand out among numerous competing events in a crowded conference calendar.
THE SOLUTION
In collaboration with marketing teams and lawyers at the firm, N/N conceived a thematic framework for the event, which formed the basis for all subsequent event-related collateral. We created the agenda for the event and crafted the editorial flow and content for each session.
THE OUTCOME
Our client was able to showcase its expertise and provide original, forward-looking perspectives on the biggest issues and opportunities in Asia’s M&A market. The event connected numerous industry experts and sparked thought-provoking conversations in person and online, garnering extensive earned media coverage and raising our client’s profile.
What we did
New Narrative had already helped the client produce a series of M&A-focused podcasts to demonstrate its extensive knowledge on the topic. The firm wanted to build on this by hosting an event, in a crowded conference calendar. It hired New Narrative in an advisory and editorial capacity to devise an innovative, forward-looking theme and agenda that would appeal to an audience inundated with conference invitations and demonstrate the firm’s unmatched expertise.
As a first step, N/N held in-depth discussions with subject matter experts at the law firm, including partners and senior lawyers and the firm’s in-house marketing specialists. We also conducted extensive competitor analysis and background research to identify the most pressing issues of the moment. We considered which angles may have been under-discussed or overlooked, in order to identify a unique perspective that would appeal to prospects and clients and demonstrate our the firm’s deep expertise.
We consolidated this analysis into a clear, concise thematic framework for the event, along with a punchy title and compelling agenda. Once this was approved, we worked with speakers to develop editorial briefs for each session – including opening remarks, questions for guest speakers, audience polls and interactive elements.
As a result, the event surpassed all expectations in terms of attendance, participation and interaction, while generating highly positive feedback and widespread earned media coverage. The client burnished its reputation for providing M&A advisory of unparalleled quality, winning business from a broadening range of impressed prospects.
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