Brookson Legal, an expert in contractor tax law, needed to quickly build a reputation as partner of choice for private sector businesses who would be impacted by changes to the off-payroll working rules, known as IR35.

To gain cut through on this complex and competitive topic, we commissioned research into UK businesses and contractors to create two gated, insight-led reports providing hirers with a picture of how the changing rules would impact them.

The reports were activated through PR, targeting business, HR and recruitment media plus an organic and paid-for digital strategy.

Strategic media engagement resulted in over 80 pieces of coverage with key national, broadcast and trade media including the Financial Times, Daily Telegraph, BBC Radio 5 Live, People Management and Personnel Today. The campaign also delivered a total of over 700 report downloads, providing quality marketing leads that converted to fill Brookson’s sales pipeline for the year ahead.