Driving Excellence: Praxity’s New international Marketing Working Group
The Praxity working groups offer a chance for professionals to share knowledge and deepen expertise in their chosen practice area. With their first group meeting imminent, the new Marketing Working Group provides this resource to a new specialism.
While Marketing and Business Development are undoubtedly of huge importance within the Praxity Alliance, generally speaking, each firm is responsible for their own marketing in their own way. While member firms’ marketing teams have always done demonstrably fantastic work, their technical specialism did not have access to the same cross-firm resource as Audit, Tax or other Accountancy areas. Praxity is now putting that right, bringing global, Alliance-wide knowledge-sharing to marketers with the Marketing Working Group.
In a landmark move earlier this year, we proudly unveiled the Praxity Edge and CX programme, an innovative initiative designed to empower firms in refining their messaging and service quality, particularly in the realm of cross-border pitches and client interactions. Having experienced great success with working groups for ESG, Tax and more, we’re really excited to see how marketers work across different aspects of business and in different jurisdictions.
Deborah Poulter, Head of Business Development, commented on the introduction of the new working group stating:
"Adding a Marketing Working Group to the Praxity Alliance is like giving a strong backbone to our successful technical teams. It's the practical boost we need to showcase our achievements and ensure our firms expertise is heard loud and clear in the professional landscape."
The agenda of the working groups will reflect updates on the Praxity edge as well as news and developments from across the Alliance. Benefiting firms by enabling in-depth knowledge sharing among industry experts across a range of areas.
Experience
Marketing is a broad discipline, running from digital marketing and brand management, to PR, Analytics and SEO. With this necessary complexity, sharing experience can be a great way to foresee problems and better understand what’s needed. As with the other Praxity working groups, chances are that in a global alliance, someone present will have experience of an area that you are just starting in. This reduces risks and improves outcomes for everyone. We have seen evidence of this with the UK BD & Marketing group, who meet twice a year at the UK conferences.
Industry Trends
Seeing what happens before it happens, then being ready to take advantage of it, is the substance of good marketing. Together, Alliance marketing teams can keep up with changes and anticipate what the market and operating environment are doing. This includes legal changes, communication trends and much more.
Finding Solutions
If the working groups have one function above all others, it is to find solutions to the challenges that appear and reappear. While each firm and each client is different, there are common threads that marketing teams will encounter the world over. Using each other’s experience and knowledge to find answers, then to implement them independently, is the whole point of the alliance model.
Best Practice
Often there is no “correct” answer to how something must be done, how a campaign needs to run, or how a project should be managed. Finding a way to navigate the complexities that present themselves is something that can be shared, comparing notes about how to approach things.
Region-Specific Issues
All jurisdictions and regions have their own quirks and ways of doing things. Working together on how to approach these is a valuable tenet of the working groups, strengthening all Alliance members’ capabilities.
Want to join the Marketing Working Group?
If you’re interested in joining the Praxity Marketing Working Group, please contact dpoulter@praxity.com or click the button below.
The working group will meet twice a year online, to ensure that geography is no barrier to receiving high-level support and experience. The focal point of the group’s kick-off call is a comprehensive evaluation of how member firms are incorporating The Praxity Edge into their digital landscapes and collateral. We'll be spotlighting pioneering firms that have undergone transformative changes, explore their strategies and investigate how their partners and international teams are capitalising on this initiative. Additionally, we'll provide updates on the CX programme, which was recently launched and captured the attention of CEOs and Partners at the Global Leadership Conference in Rome.
Another critical item for our inaugural call is to discuss firms’ collaboration on the creation of case studies. These studies will serve as resources for onboarding new members, enlightening international team members within firms, and reinforcing the strategic value that The Praxity Edge brings to existing member firms. Equally pivotal is the nomination and voting process for a Chair and Vice-Chair during this meeting. These individuals will assume leadership roles within the working group, working in tandem with the Praxity Executive Office. The call will also serve as a platform to explore and facilitate an open forum for questions.
Praxity is the #1 Alliance in the world by revenue and revenue growth, which speaks volumes about the marketing talent present at member firms. Indeed, the consistent progress made by the Praxity Alliance gives its own testament to the work they have done and continue to do. Encompassing communications, strategy, cultural expectations, social media and much more, the many subtleties of the marketing space and the creative solutions employed will be important ongoing topics.
The first meeting of the Praxity Marketing Working Group will take place in mid-December 2023. We’re excited to see this working group flourish alongside our service line-driven groups. Marketers and business development professionals eager to contribute are invited to get involved by reaching out via email at dpoulter@praxity.com