Maconomy: Demonstrating Expertise Across a Breadth of Industry Segments
Maconomy had achieved considerable success among its target market in the PR and advertising space, with big-name clients already on board. But it was in the IT, engineering and management consulting arena that it needed to raise brand awareness. The challenge for Aspectus was two-fold: demonstrate Maconomy's understanding of the particular challenges in these industries and prove that it had the expertise and the solutions to help senior, business-focussed decision makers. Aspectus needed to identify the particular problems the senior executives faced, explain the big-picture solution, and discuss the role of technology. Aspectus felt that the best tactic would be to write a regular series of articles discussing all the issues, by-lined to the MD, and placed in the target media.