If Brexit has an overarching theme it is uncertainty, with no one able to agree exactly when Britain should leave the EU or the impact it will have on the country’s future. Compounding this is the fact that where research does exist it tends to focus only on the short-term, not the big picture.
BNP Paribas wanted to cut through the noise and provide the UK’s businesses with a clear indication of how their industries would fare after Brexit. The aim was to showcase the company’s long-term business strategy including a commitment to sustainability and a move away from carbon-intensive sectors.
We worked with the bank and research house Cebr to develop the BNP Paribas Market Leaders Report which modelled 16 ONS economic sectors 20 years into the future.
Our forecast found that the science, tech and healthcare sector is set to power the UK’s post-Brexit growth, more than doubling in size by 2030 to a value of £560bn. Additionally, it predicted UK GDP would return to growth after three years, assuming a managed Brexit.
We hit the news with an exclusive page-lead in The Telegraph on launch day, generating additional follow-up coverage in the Financial Times as well hyper-targeted trade coverage in titles including IT Pro.
A parallel digital campaign enabled the report to be targeted at key decision makers and thought leaders in BNP Paribas’ principal sectors. The campaign generated 45,000 impressions in week one with bespoke sector-led content, two thirds of these being from people working at a director or senior level within their organisations.