Professional services firms have embraced thought leadership, delivering insightful campaigns that engage clients, targets and intermediaries in ever-increasing numbers.

There are of course many reasons why firms adopt thought leadership, with the very best campaigns used primarily to drive meaningful and profitable conversations with clients.

To better understand how professional services firms use thought leadership, the approaches adopted and the channels used, Coast and Meridian West have developed the Thought Leadership Benchmark - an online tool designed to give firms a deeper insight into their own campaigns, comparing them against those of their peers. 

The Thought Leadership Benchmark places firms on a thought leadership maturity curve, falling into one of five groups: First Timers, Behind the Pack, Thought Followers, Ahead of the Curve, and the Thought Leadership Pioneers.

Over 50 firms have used the benchmark tool so far. 

Coast and Meridian West have taken the data from the benchmark and created a report that shares what firms think of their thought leadership, offering best practice and guidance on how to move up our maturity curve, and celebrates thought leadership pioneers.

The report was launched at the Thought Leadership Club meet-up on Monday 9 December, where Coast’s Matt Baldwin led a panel discussion and debate. Panellists included:

  • Sean McDonnell, Campaign Management Lead in the Brand Marketing and Communications at EY;
  • Suzanne Snowden, the Founding Director, Message Consulting;
  • Freddie Hospedales, Global Head or Marketing, ERM; and
  • Ben Kent, Managing Director, Meridian West.

If you would like to benchmark your firm’s own thought leadership campaigns, visit

If you would like to receive a copy of the report or would like to attend a future Thought Leadership Club event please do drop me an email –

Coast and Meridian West have also developed the Thought Leadership Ideas Lab – an interactive and fun workshop that helps firms develop their thought leadership programme.  Please do get in touch if you would like to find out how the Ideas Lab can help you.