Chartered Accountants Worldwide brings together 16 chartered accountancy institutes, more than 1.8 million members and students, and over 190 countries under a single brand. We have been their design and digital agency since the start of 2023, and we work with their team every week.
The challenge
Chartered Accountants Worldwide exists to promote the chartered accountancy brand globally. That is a hard thing to do from one office in London. The audience is spread across member institutes in different markets, different time zones and very different age groups, and every asset has to work in all of them.
Their website is a large information portal, with more than 600 pages of content. It needed to carry the brand properly, speak clearly to each of its core audiences, and be found — by search engines and through social channels. Alongside that sat a constant demand for campaign assets, events, print materials and content, all of it needing to land on schedule and on brand.
They needed one team that could handle the lot, and stay close enough to the organisation to keep it moving.
What we did
We redesigned and redeveloped the website, improving how the brand is applied, sharpening the communication to each core audience, and building in stronger SEO and social media integration. From there the work broadened into a retained relationship covering strategy, content, design and delivery across every channel the organisation uses.
- Website redesign and redevelopment for a 600-page information portal
- Ongoing website support under an SLA. We manage the site on their behalf, producing and publishing graphics, video, audio and text updates, and reviewing the site regularly so improvements and new technologies are applied as they become useful
- Digital campaign strategy, planned each year around member institutes’ own promotional calendars and global moments that matter to the profession — International Women’s Day for their ED&I work, the UN climate conferences for sustainability
- Social media assets for LinkedIn, X, Instagram, YouTube and TikTok: static graphics, video and animation
- Podcasts, recorded, edited, produced and published, at around 20 episodes a year
- Online and hybrid events and webinars: video assets including graphics, slides, advertising loops and lower thirds, plus broadcast management, and video and audio capture on site
- Animations, including the “We Are…” film and a sustainability animation used at events and on the website
- Print design for brochures, flyers and banner-ups, built with regional customisations so member institutes can brand the material for their own markets
Putting AI to work on the site
We keep looking for ways to make the site do more for its audience. Two AI features are live at the moment.
On selected articles, readers can listen instead of read. The page is narrated using ElevenLabs, so someone can take in an article while doing something else.
We also build a weekly AI-powered podcast companion to the organisation’s newsletter, called Chartered Accountants Global Update. The script is generated using Claude and ChatGPT, and the voicing is done with ElevenLabs. The client sees and approves the podcast at every stage before it goes out. Each episode is published, embedded on the website, embedded in the email newsletter, and distributed globally.
How we work together
A retained relationship only works if the client can see what is happening. We meet the marketing team weekly and management quarterly. We report on website visitors, activity and KPI performance, review the marketing strategy as it runs, and produce an annual report covering achievements, KPIs, innovations and new initiatives.
That rhythm means changes of direction get spotted early, while there is still time to act on them.
The result
The work has become central to how Chartered Accountants Worldwide builds brand awareness and supplies its member institutes with assets they can use in their own markets.
Online and hybrid events regularly draw audiences of more than 3,000, streamed simultaneously on the CAW website, on YouTube and across LinkedIn channels belonging to both CAW and its member institutes.
The organisation also reaches people it previously could not. Podcasts, TikTok and Instagram video, the YouTube channel and the LinkedIn presence between them open channels to different age groups and different parts of the profession, all over the world.