Xeinadin

The Autumn Budget isn’t just political theatre, it shapes how 5.5 million SMEs plan their year and Xeinadin wanted to make its voice heard in the most competitive media moment of the fiscal calendar. As the leading provider of accountancy services and business advice for small and medium-sized enterprises across the UK and Ireland, Xeinadin wanted to make sure the interests of SMEs influenced the conversation before the red box even opened. We were briefed to land commentary ahead of time, reflect real SME sentiment, and position Xeinadin as the expert for SME businesses, press and policymakers look to for clarity and advice.

We started early and commissioned research with 600 SME leaders to give us a crystal-clear narrative; businesses were bracing for higher costs, calling for stability over short-term handouts, and hearing mixed messages from government. We built our ‘Stability over Stimulus’ strategy around that insight, and activated nine regional and sector vertical spokespeople with tailored, pre-approved commentary that brought the data to life for journalists across the UK. From agriculture to construction, Liverpool to Portsmouth, what started as smart research turned into serious influence and shifted Xeinadin from sector player to national authority. A clear step up from Spring, when coverage resonated with only the trade press.