ACCA (the Association of Chartered Certified Accountants) wanted to underline its credentials as the global body for professional accountants and as a distinctive and challenging commentator on developments in the international business environment. To do this, ACCA was looking to reach a global audience of senior finance and business professionals, regulators and policy makers to share a credible, independent view of the future global economy and to stimulate thinking and discussion about what the long-term future of business might be. ACCA also wanted a piece which would have wide appeal and provided a context for their Accountancy Futures programme of research and insights. With a network of 83 offices worldwide, ACCA decided it was important to look beyond the short term measures being used by established economies to counter the global economic crisis that started in 2007 and to the longer-term, reflecting the views and importance of emerging markets.
A report entitled "Where next for the Global Economy? - a view of the world in 2030" was created with Lighthouse from a series of conversations with a panel of 15 experts comprising academics, business leaders, economists and commentators from around the world. The outputs from these interviews were combined with primary and secondary data sources to reach a composite picture of how the global economy may look in 2030. The report was launched in the press and supported by a three-week global online media campaign showcasing the views of the experts interviewed.
The report generated 281 pieces of global media coverage including coverage in the US by CNN, Yahoo, and Fox TV. The online media campaign had an excellent click through rate, significantly higher than the industry average - with 2,675 people downloading the free report and a further 2,000 visiting ACCA's website afterwards. Tracking visits to the ACCA website showed encouraging activity in diverse markets including Africa, China and the UK. Given the campaign specifically targeted busy senior finance and business professionals, ACCA was very pleased with the results.