ArticleManaging the message during a merger
A merger might be good news for your clients, but how will they know if no one tells them? Mary Cloonan offers her advice on managing effective communications throughout the merger process
Over twenty years writing for accountancy, law and advisory firms across the UK and Ireland, nine of them in Ireland's top twenty. I held the in-house marketing role myself, so I know the sector and I know what it takes to get a piece of work through a partner.
About
I was Head of Marketing inside two of Ireland's top twenty accountancy firms before I started writing for them. I write from the inside. I know how a partner thinks about their own expertise, what a review process does to an argument, and how to get it through intact.
I work across three kinds of brief.
In-house marketing teams that need senior capacity rather than another supplier to manage. I work to you. Partners see the work when you are ready for them to see it, and the relationship with them stays yours.
Firms that want to be better known for what they already do. Websites, propositions, partner thought leadership, tenders and awards.
International networks and professional bodies, where the same words have to work for a reader in Dublin and a reader in Chicago.
I wrote Marketing in Practice and Growth in Practice for the Law Society of Ireland. I write for Accountancy Ireland and Business Plus, and I speak for HLB International, the Managing Partners' Forum and the Law Society of Ireland. I founded Marketing Clever in 2015 and work with firms in the UK, Ireland and the US.
If you have more writing than time, or a piece that has to be right, send me a note. I am happy to look at what you have and tell you what I think.
Portfolio
See all 8 piecesArticle
ReportPractice management workbooks for the Law Society of Ireland
Sole writerTwo workbooks for the Law Society of Ireland, Growth in Practice and Marketing in Practice, written for solicitors running their own firms. The brief was to take material that usually arrives as a lecture and turn it into something a practitioner could work through on their own. Written for people who are expert in their own field and have no interest in marketing language.
Case study · The outcome
Case studyThe firm became the one that sector went to.
Leading accountancy firm.Building a sector position for a mid-tier accountancy firm
Leading accountancy firm. · Sole writerWhat the firm had A partner already acting for a number of credit unions, picked up over the years with no strategy behind them. What we did Built from what was already there. A benchmarking report from the firm's own files, a survey of the sector's concerns, website content, articles in the sector's publications, speaking slots at its events. What changed The firm became the one that sector went to. The partners did the work. I wrote his words.
ArticleAI is changing the way clients choose accountants
When business owners ask AI for advice, which accountancy firms appear in the answer? Mary Cloonan explores the new visibility challenge facing professional services
ArticleThe high cost of overlooking client feedback
Client feedback is one of the most underused commercial tools available in professional services. Mary Cloonan explains why the firms that ask are the ones that grow
ArticleBeating the summer slump with quiet communication
Mary Cloonan reflects on why continued marketing activity and visibility during the summer months can pay dividends for professional services firms long term