Xeinadin

As a top 20 accountancy and business advisory firm in the UK, Xeinadin supports small practitioners in scaling to medium-sized enterprises. Despite its strong footprint across the UK, Xeinadin needed a more structured communications strategy to solidify its position as the go-to partner for SMEs. Our brief was to deliver a comprehensive messaging suite that positioned Xeinadin as the right-hand man to SMEs, increase its share of voice against key competitors and streamline its approach to ongoing  M&A announcements. 

Using With’s proprietary CLICK process, we built a suite of messaging that used punchy language to align Xeinadin’s SME expertise with the solutions UK business owners so desperately need. We activated a range of senior spokespeople with distinct expertise, securing high-impact opportunities across a range of national, regional and trade media that reinforced Xeinadin’s position as trusted SME advisor, tax partner and acquisitive firm. A combination of strategic data-led news, CEO profiling and employer branding resulted in 10 pieces of national coverage in top-tier outlets, including the BBC, The Sunday Times, Forbes, Daily Mail, i News, and the Evening Standard. As a result, we nearly doubled Xeinadin’s SOV against key competitors in UK media (+76%) and increased the amount of coverage per UK M&A announcement by 42% (comparing 2023 to 2024).