Case Study

Deloitte

  • B2B
  • Thought Leadership

Assignment

Deloitte runs one of the most exclusive marketing forums in the world: the CMO Program, a premium initiative engaging ~20 Fortune 50 CMOs. In 2025, they asked us to refresh the brand presence and develop the thought leadership content that fuels it — material that had to synthesize the most senior marketing thinking in the world into something publishable, distributable, and worthy of its audience.

What We Did

We built a brand refresh and editorial program designed for executive distribution and industry publication. The work synthesized perspectives and priorities from across the CMO Program’s Fortune 50 cohort into formats that read like peer-authored insight, not marketing collateral.

we first launched post-Cannes Lions and put Deloitte’s CMO Program in front of the audiences that matter most during the industry’s highest-attention week of the year. Then expanded the editorial slate and deepening the brand’s role as the connective tissue between the world’s most senior marketers.

The work reframes what a consultancy’s thought leadership can be, from generic frameworks to peer-level synthesis, written at the altitude of its readers.

How we did it

50 CMOs don’t respond to thought leadership. They respond to content that reflects their own concerns back to them with sharper framing and more actionable structure than they’d produce internally. Our job was to synthesize complex executive-level thinking into premium B2B content at speed, without diluting it. We mapped the cohort’s top-of-mind priorities, identified the patterns Deloitte was uniquely positioned to articulate, and built editorial that surfaces tensions executives recognize but rarely see named in print. The result is content that earns its place in a Fortune 50 inbox.