Real thought
leadership

For brands with big ideas

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B2B content doesn’t have  to be boring.

B2B content doesn’t have to be boring.

Your audience deserves better and so do you.

Real thought leadership enables brands to produce content that genuinely influences and inspires their audience. We believe that every B2B marketer should feel empowered to work on campaigns that make a real and lasting impact.

What we do

We help you to plan and deliver content campaigns that pass that test for Real Thought Leadership.

Real thought leadership...

Repositions your brand

Repositions your brand

Use provocative thinking to change the way audiences view your company.

Raises awareness

Raises awareness

Unveil profile-building content that increases share of voice and leads to stronger market share.

Ignites conversations

Ignites conversations

Present timely insight and inspire audiences to take action.

Builds advocacy

Builds advocacy

Reward loyal customers with valuable, tailor-made insights.

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Who we help

Longitude is part of the Financial Times Group. Our mission is to help brands reach the people who matter.

  • Accenture
  • Aecom
  • Aon
  • BNP Paribas
  • Citi
  • Cognizant
  • Credit Suisse
  • Dentsu Aegis Network
  • EY
  • Hitachi
  • Intrum
  • McKinsey & Company
  • NTT Data
  • Oracle
  • PwC
  • Radisson Hotel Group
  • Siemens
  • Simmons and Simmons
  • TCS
  • Verizon
  • Workday

Case Studies

Brand Positioning Campaign

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pieces of key media coverage Europe-wide

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Brand Positioning Campaign

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Increase in brand perception

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Brand awareness campaign

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key articles in targeted local and international media

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Brand Awareness Campaign

0%

Increase in brand awareness

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Brand Awareness Campaign

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piece of media coverage

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Commercial campaign

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Increase to sales pipeline

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How we do it

With the right blend of strategy, insight, campaigns and amplification, we help you to craft content that gets you noticed.

Diagnose the issues

We work with you to understand your challenges — both internal and external — and help you to find the right solutions that address these issues and meet wider business objectives. Whether you’re looking to establish your brand in a new market, launch a new product or grow your client base, we help you to identify the right type of thought leadership and marketing strategy to achieve your goals.

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Find a better story

We know it’s not easy to come up with original ideas, creative editorial and strong insight, or to create a distinctive voice for you and your brand in a crowded content landscape. You need to tell a story and we’re here to help. The best content communicates complex ideas simply and powerfully and helps win hearts as well as minds with its creativity.

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Change perceptions

We help you to create distinctive campaigns, based on real-world data and insight. These campaigns will help you build lasting connections with your audiences, strengthen perceptions of you and your brand, and help you to stay front of mind as an industry leader.

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Reach the people who matter

As part of the Financial Times Group, we can help brands connect with influential business audiences around the world – digitally, in print and in live conference and forums.

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BEST IN CLASS CAMPAIGNS: A thought leadership showcase

Here at Longitude we’re proud to have worked on some of the biggest and best thought leadership campaigns in B2B. Over the years we’ve seen campaigns of all shapes and sizes, but these are our favourites and the ones most likely to inspire your next campaign.

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BEST IN CLASS CAMPAIGNS: A thought leadership showcase

Our thinking

Why simpler surveys lead to better thought leadership

  • By Ben Harrison

For years, large-sample surveys were considered the be-all and end-all of good thought leadership. But that has changed: large surveys are no longer considered essential. At Longitude, we are working on more…

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The retail rebound: How thought leadership should address changing consumer behaviour

  • By Sean Kearns

The next few months will see all those pandemic predictions about consumer behaviour put to the test. Will subscriptions be cancelled en masse? Will retail footfall recover to normal levels? Will the trend to ‘support…

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How to create thought leadership surveys that get results

  • By James Watson

Are you spending a lot of time and money on your surveys, only to be disappointed by the findings? There are three things you might be doing wrong. Survey data underpins a lot of today’…

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Stand out from the crowd in ESG

  • By Rob Mitchell

In the financial sector, the rise of ESG, purpose and sustainability continues. Assets in sustainable investment products are expected to outnumber mainstream assets by 2025 in Europe, comprising 57% of the European fund sector. Companies…

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Why business content is all about vuja de – not déjà vu

  • By Rob Mitchell

We’ve all heard of déjà vu, that strange sensation you get when you’re confronted with something new but it feels very familiar. But what about the opposite, when you see something familiar…

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Who should own your company’s thought leadership?

  • By Emily Taylor Gregory

At Longitude, we often argue that thought leadership can create a clear and impactful voice for your brand. But recently we have noticed a shift in our conversations: more and more companies want to make…

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