Services used: Thought leadership strategy / Web & print copywriting / Writing white papers / PR consulting & media relations / Online PR & editorial services / Industry award writing

Brief: Brand development and lead generation using thought leadership

“Extremely experienced, committed and enthusiastic with the ability to think creatively and strategically, conscientious, quick to respond and consistently meet deadlines. A strong grasp of technical and complex subject matters has been instrumental in helping us shape a strong brand profile locally and internationally.”

Graham Jones, Zetes


Zetes is an international supply chain technology provider based in Brussels and first appointed me to help them develop a thought leadership pr strategy and raise their profile in the UK and Ireland following an acquisition in 2007.

My remit involves writing thought leadership articles and content for Zetes, including white papers and case studies to support their online marketing and digital pr strategy.

Thought Leadership Strategy Development Brief

  • Position Zetes as a thought leader in all areas of supply chain management
  • Identify media coverage opportunities for consultants to comment on relevant issues
  • Produce specialist thought leadership marketing content communicating company expertise in omni-channel retailing, RFID, warehouse optimisation and traceability
  • Write thought leadership content including white papers, technical articles, customer case studies and high impact industry award entries.


With an effective thought leadership strategy in place, over 120 pieces of thought leadership content was placed over a single 18 month period in key publications.

Zetes were positioned as experts in their industry field, commenting on food safety, e-commerce, warehouse automation, compensation culture and mobile payment.

5 industry awards won including CILT Excellence Award and Retail Week Awards.

Work Examples: Thought Leadership Strategy

Click on the logos below to view examples of specialist thought leadership marketing content developed.

Learn more about my industrial and digital pr skills