Known for: Taking organisations beyond ‘business as usual’

Sharing expertise in tough times

The Advisory.Works team is a dynamic group of business veterans, with each consultant full of expertise and experience across various industries. But their content just wasn’t getting that passionate energy across, and they weren’t utilising their channels of communication effectively to reach the people they exist to serve.


After establishing the need for thought leadership to truly elevate their impact, a workshop with the Intelligent Ink team led to the development of a clear brand voice and position, as well as a jumping-off point for diving into thought leadership. The workshop was an opportunity for the Advisory.Works team to unify and expand all their great thinking, and translate it into powerful content opportunities.


Reacting to COVID

Being a boutique agency that never looks after more than 50 clients at a time, Advisory.Works knew they wanted to help more New Zealand businesses navigate tough times – but could only do so much through consulting alone. “We knew that it was the right thing to give away the tools we’d normally charge for, to ensure that all New Zealand businesses were prepared.” says Logan Wedgwood, Managing Director and Strategic Advisor at Advisory.Works.


Utilising Advisory.Works’ business knowledge and expertise, Intelligent Ink wrote four extensive reports throughout lockdown, sharing how New Zealand businesses could best prepare themselves for the economic fallout.


Because they were so well-received, it was a natural extension to continue sharing their knowledge in the form of the ‘Beyond Better Business’ bimonthly report. Supplemented with free webinars for senior leadership teams, Advisory.Works’ thinking reaches a network beyond what they previously thought possible. The reports, shared extensively on LinkedIn, open conversations for Advisory.Works around what’s needed for a resilient business, providing them with webinar opportunities, connections, new prospective clients, and potential partnerships.


Shifting gears

What constitutes ‘better business’ completely changed during the pandemic period, and Advisory.Works knew their thought leadership had to evolve too. Managing Director Logan sought out a rethink of the way that Advisory.Works provides value, and an overhaul of their messaging through Intelligent Ink’s thought leadership process.


Advisory.Works weren’t just seeking to advise profitable businesses for a better economy, but businesses that are guided by their social conscience too. For Advisory.Works, this meant giving organisations the tools to lead with purpose for greater, more prosperous, and more sustainable outcomes in the long term.


The latest evolution of Advisory.Works’ thought leadership positioning builds on their leaders’ experiences during the pandemic, reinforcing the pillars of people, planet, prosperity, and purpose.


“We’re figuring out what post-lockdown work looks like,” explains Logan. “There’s nothing worse than being locked up in boardrooms. Our new ‘immersive strategy’ is about reminding people why they’re alive, giving them thrilling experiences, and helping them gain some perspective on what they’re here for. That helps reveal their path forward – and how we can use our experience and proven resources to get real strategic execution.”


The team at Advisory.Works know their way around a viable business model; their edge now is to educate business leaders to implement them well and do right by their people in the process. With the help of Intelligent Ink, ‘Beyond Better Business’ was a manifestation of the teams re-vamped and value-driven thought leadership. And it’s just the start!