Case Study
EY - Establishing big 4 M&A practice as preferred dealmaker
Challenge
The M&A practice of a BIG 4 Firm despite its largest scale and size was perceived as a me too vis-à-vis other Big 4 practices and not seen in the same league as investment banking arms of large financial banks and entities.
Approach
Created multiple high impact communications interventions that keep the M&A practice ToM and establishes preference among buyer group (Company founders, entrepreneurs, CEOs, CDOs, CFOs, Board members, PE entities) that included:
- M&A Quarterly and annual M&A report, tracking deal trends across sectors, leveraged extensively through media and circulated to clients/ potential clients.
- Developed bi-annual magazine ‘Capital Matters’ featuring expert insights from Partners from all sub-service lines (M&A, due diligence, valuation and transaction support), also including interviews with Founders/CEOs and CFOs of client entities.
- Co-created Capital Confidence Barometer with the Economist Magazine, a bi-annual survey of CEOs/ CFOs/ Founders and CDOs, tracking health of the M&A market and trends, that apart from circulating to clients as a report, was extensively leveraged in news media, customized micro-site and creating decks that client teams could use for engaging with clients.
- Partnered with CNBC to create interview-based discussions featuring CFOs of large M&A clients.
- Developed advertising for placement in top financial dailies (economic times, business standard and financial express) highlighting Practice’s leadership position in top tier league tables.
Result
Extensive multi-pronged interventions gained ToM recall and thought leadership positioning, helping the practice make tangible business gains across all sub-service lines, outshining the competitors.
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Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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