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UHY Peacheys: The Budget for breakfast

Working Word has managed the PR for south Wales accountancy firm UHY Peacheys since 2009. Each year the business holds a Budget Breakfast event for more than 200 guests to analyse the Chancellor’s Budget and look at how businesses can benefit from any new announcements. Legendary ‘singing accountant’, partner Steve Theaker, has a long-standing tradition of performing a Budget-related parody song at the event.

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Objectives
  • Position UHY Peacheys as a voice of authority around the Budget each year

  • Associate the business with expertise in tax planning and corporate finance

  • Make the business stand apart from other accountants fighting for share of voice around the Budget.

What we did
  • Lined-up experts from UHY Peacheys to comment on what was expected ahead of the Budget announcement in both the print and on broadcast media

  • UHY Peacheys representative live on BBC Radio Wales for Budget reaction as-it-happened

  • Managed the social media feeds for the company for live Tweeting and commentary during the Budget announcement

  • Set up business reaction to the Budget at the breakfast event with attending businesses and invited media to do interviews

  • Arranged filming of the ‘singing accountant’s’ parody song at the Budget breakfast which was pushed out online immediately after the event.

Results
  • Experts from UHY Peacheys commented on the Budget in all the main Welsh print and broadcast media including Dragon’s Eye, The Sharp End, Radio Wales, Radio Cymru, the Western Mail and BBC Points West

  • Live broadcast by BBC Radio Wales from the Budget breakfast and live filming by BBC Points West

  • More than 3,000 views of the Singing Accountant video on the company’s You Tube channel including re-tweets and posts of the video from the Financial Times, Real Business and the Daily Telegraph.

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