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Pickup_andWebb combines strategic brand expertise with award-winning journalism to create thought leadership that positions you as an authority, engages your audiences, and delivers measurable business outcomes.
While 81% of teams use generative AI to create content, only 12% say their efforts are highly effective. The problem isn't capability. It's clarity. Organisations that invest in strategic foundations achieve nearly 4x higher ROI on thought leadership than those chasing volume.
We start with discovery – understanding your objectives, your audience, and your genuine expertise – before a single word is written. That's why we can guarantee results.
Contact us to discuss how this approach works for your organisation.
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When Crowe Global needed to establish brand authority in the fiercely competitive professional services sector, they didn't start with content. They started with clarity: what are we trying to achieve, and where can we credibly lead?
Our Discovery-First methodology – the approach that became the foundation for Pickup_andWebb – established measurable objectives before a single article was written. Every piece of content that followed was benchmarked against those goals.
The outcomes:
These numbers evidence the role the thought leadership had in delivering the business strategy, helping drive the desired growth – how’s that for ROI?
This is what happens when thought leadership serves strategy, not the other way around.
"The biggest mistake organisations make with thought leadership is confusing visibility with authority. Strategic impact comes from alignment with the business proposition and an honest understanding of where the organisation can credibly lead, and where it cannot. Content is only powerful when it is purposeful."
Lynda Dupont-Blackshaw, former Global Chief Marketing Officer at Crowe and senior strategic adviser to leading professional services firms on brand and marketing strategy.
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Over half (56%) of marketers can't prove ROI.
Only 44% of programmes achieve success.
The problem isn't creative capability. It's that most content serves no strategic purpose and demonstrates no authentic expertise. Organisations skip the hard thinking – who are we speaking to, what do we genuinely know, and why should anyone care? – and wonder why their content disappears into the noise.
We solve this through our combination of brand strategy and journalism. We solve this through our Discovery-First approach: strategy before tactics, objectives before output.