Accounting for success
ABB is a behemoth company. Headquartered in Zurich, in 2024, the company returned revenue of almost $33 billion USD. CONTEXT was engaged by ABB’s Group Finance function in 2015 to devise and execute stories for both internal and external use. On average we produced four stories a month, all based on original interviews, conducted face-to-face in Zurich and via telephone, across the world.
Functions rich with stories
In our experience, clients often don’t see the ‘wood for the trees’ when it comes to content. In our early discussions, ABB Group Finance was unsure how to identify the right kind of content, but we developed a ‘matrix of opportunities’ – different kinds of narratives, focussed on a multitude of initiatives and roles within Group Finance. In truth, we were writing four stories a month but we could have easily written 40.
What value did we bring?
CONTEXT sees its role not simply as that of writers, but rather as content consultants, bringing ideas to the table to help clients drive communications around initiatives. In our work with ABB we were able to inform internally, across the function itself and other divisions – but also liaised with various product marketers, to adapt written content to be external facing, supporting ABB’s broader communications efforts.
