HLB is a top-10 global network of advisory and accounting firms across 157 countries. Its annual Survey of Business Leaders rallies member firms together, says Chief Marketing Officer Lesley Hornung.
In October 2018, HLB launched its new brand, including a new logo and website. To match the vision of the brand and ambitions for the future, we needed to elevate our thought leadership function. I like a good challenge, and so it became my ambition to develop a global, research-based thought leadership piece for the network. Something like the PwC CEO Survey but for a mid-tier network. And so, we got started, with very little budget, running the survey in-house and doing all the data analysis ourselves.
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