Artificial intelligence is reshaping the accounting industry faster than perhaps any transformation since the shift to cloud computing. As AI automates routine accounting work and private equity firms invest heavily in technology-enabled firms, traditional accounting firms face a fundamental question: How do they evolve from trusted service providers into technology-powered strategic advisors?
For Wiss, one of the nation’s fastest-growing accounting and advisory firms, the answer required more than investing in AI-powered accounting capabilities. It required reshaping how the market perceived the firm. Through an integrated communications strategy—including media relations, executive thought leadership, content development, awards, LinkedIn marketing, paid social campaigns and executive social media—10Fold helped reposition Wiss as a leading voice on AI-powered accounting and advisory services. The program elevated Wiss’s visibility across business, financial and technology media, established its executives as trusted industry experts, and built a scalable thought leadership engine that supported the firm’s broader business transformation.
Success Metrics
- Secured 100+ earned media placements over approximately 15 months, generating nearly 1 billion media impressions.
- Moved Wiss from last place to #1 share of voice among key competitors. Achieved 45% feature coverage while expanding Wiss’s visibility beyond accounting publications into business, financial and technology media.
- Earned five industry award wins, strengthening third-party validation for Wiss and its executive leadership.
- Launched an integrated executive thought leadership program focusing on the CEO spanning Forbes Finance Council, podcasts, contributed articles, earned media, executive social media, LinkedIn Live and paid LinkedIn campaigns
How Do You Reposition an Established Brand Around AI Without Losing Existing Market Credibility?
Wiss is one of the nation’s fastest-growing accounting and advisory firms, providing tax, audit, accounting, wealth management and consulting services to businesses and high-net-worth clients. As the firm accelerated investments in AI-powered accounting and expanded its focus on SaaS and high-growth companies, it embarked on a broader strategic repositioning designed to differentiate Wiss in an increasingly competitive advisory market.
Successfully making that transition required more than media visibility. Wiss needed a communications strategy that could reshape market perception, build credibility with technology buyers, educate existing and prospective clients on its evolving capabilities, and generate awareness across both earned and owned channels.
How Do You Gain Recognition for AI Expertise in Accounting?
Wiss entered the engagement during a pivotal period of business transformation. While the firm had built a respected reputation across accounting and advisory services, it needed to establish itself as a credible leader in AI-powered accounting while continuing to strengthen its authority in tax, wealth management and financial advisory services.
The communications challenge was equally significant. Competitors had already begun claiming ownership of AI and digital transformation narratives, while reporters increasingly expected customer stories, implementation metrics and technology proof points that Wiss was still developing as part of its transformation.
At the same time, Wiss wanted to increase its overall market visibility, strengthen executive thought leadership, engage technology decision-makers, and build a digital presence capable of extending the reach of earned media into measurable audience engagement and future demand generation.
How Can an Integrated PR and Digital Strategy Accelerate Brand Repositioning?
10Fold developed an integrated communications strategy that aligned directly with Wiss’s transformation, combining proactive media relations, executive thought leadership, digital marketing, content development, awards, and executive social media into one coordinated program.
As Wiss refined its business strategy, 10Fold evolved its messaging to position the firm at the forefront of conversations around AI-powered accounting, enterprise technology, workforce transformation and the future of finance. At the same time, the team continued to reinforce Wiss’s longstanding expertise across tax, family office, wealth management and financial advisory services, creating a balanced narrative that resonated with both existing clients and new technology audiences.
Recognizing that executive credibility would be central to the firm’s repositioning, 10Fold developed distinct thought leadership platforms for multiple subject matter experts. Through ongoing sourcing sessions, proactive media outreach, contributed articles, podcasts, executive social media and relationships with publications including Accounting Today, CPA Practice Advisor, CFO Dive, CFO Weekly, CFO Brew, TechCrunch, TechTarget, CIO.com, GoBankingRates, Financial Advisor, Financial Planning, Bloomberg Tax, Forbes CFO Newsletter, Yahoo! Finance, Reuters Tax & Accounting, Wiss executives became trusted voices on AI adoption, tax policy, financial strategy, the CPA shortage, and the future of accounting.
To amplify earned media beyond a single news cycle, 10Fold built a complementary digital program that transformed executive insights into ongoing audience engagement. The team launched executive LinkedIn thought leadership campaigns, introduced LinkedIn Live events that generated pre-registration and on-demand engagement, managed paid LinkedIn advertising campaigns, developed educational content, promoted thought leadership through video and executive social media, and created integrated campaigns that connected earned media, owned content and demand generation.
Rather than treating PR and digital as separate disciplines, every major announcement, thought leadership campaign and executive insight was extended across multiple channels to maximize visibility and engagement. Coverage informed social content, LinkedIn Live discussions generated new campaign assets, executive posts amplified earned media, and paid campaigns expanded the reach of high-performing content to priority audiences.
Throughout the engagement, 10Fold continuously measured competitive share of voice, media quality, website referral traffic, executive engagement, LinkedIn performance and campaign effectiveness. These insights informed ongoing refinements to messaging, spokesperson positioning, content formats and paid media strategy, allowing the communications program to evolve alongside Wiss’s business priorities.
What Results Can an Integrated PR, Executive Thought Leadership and Social Media Program Deliver?
- Secured 100+ earned media placements over approximately 15 months, generating nearly 1 billion media impressions.
- Moved Wiss from last place to the #1 share of voice among its primary competitors.
- Expanded Wiss’s market visibility beyond traditional accounting media by securing consistent coverage in business, financial and technology publications, positioning the firm as a leading voice on AI-powered accounting, tax strategy, workforce transformation and the future of finance. Sample media outlets include:
- CFO Dive, CFO Weekly, CFO Brew, TechCrunch, TechTarget, CIO.com, GoBankingRates, Financial Advisor, Financial Planning, Bloomberg Tax, Forbes CFO Newsletter, Yahoo! Finance.
- Established multiple executives as trusted industry thought leaders – including engaging the company’s CIO – through a coordinated program of media interviews, contributed articles, podcasts, Forbes Finance Council, executive social media and LinkedIn Live events.
- Built an integrated earned, owned and paid communications engine that amplified thought leadership across LinkedIn, executive social media, LinkedIn Live, paid campaigns and content marketing – extending the reach and longevity of earned media while creating new opportunities for audience engagement and lead generation.
- Earned five industry awards , providing third-party validation for Wiss’s leadership, innovation and market positioning while further strengthening the firm’s credibility with clients, prospects and media. Recognitions included:
- Globee Business Awards (Wiss recognized in three categories: AI-Powered Financial Services Technologies; Most Innovative Financial Services Company of the Year; Business Philanthropist Company of the Year); Worldwide Finance Awards (Wiss awarded the Most Innovative Accountancy Firm 2025); Crain’s Notable Leaders in Finance; 2025 Digital CPA Innovative Practitioner Award.
- Aligned communications with business transformation, helping reposition Wiss from a respected regional accounting firm into one of the market’s most visible voices on AI-powered accounting and advisory services while building a scalable thought leadership platform to support future growth.
- Launched an integrated executive digital thought leadership program, including LinkedIn Live, executive social media, paid LinkedIn campaigns and educational content, extending the reach of earned media across owned and paid channels.
- Developed customized executive thought leadership strategies for multiple Wiss leaders, increasing average engagement by 104%, growing click engagement by 189%, and exceeding executive engagement rate goals by 300% through role-specific content, multimedia assets and platform optimization.
- Using Neurons, optimized LinkedIn advertising creative and campaign strategy to improve efficiency before launch, reducing cost per lead by 27.5% (from $120 to $87), lowering cost per click by 34% (from $8.00 to $5.25), increasing form submission rate from 24% to 32.19%, and improving lead-to-MQL conversion from 32% to 56%, generating more qualified demand from the same advertising investment.
Ready to Become the Trusted Voice in Your Industry?
Whether you’re transforming your business, entering a new market, or introducing innovative services, an integrated communications strategy can help reshape market perception, build executive credibility, and establish your company as a trusted industry leader.