A common success metric for a thought leadership campaign is if it gets people thinking, but when it authoritatively reframes the conversation entirely–it takes it to a whole different level. That’s exactly what REQ’s longtime client Wolters Kluwer ELM Solutions did with an ambitious content campaign designed to reshape how legal operations professionals perceive their role and their impact on the business.
At a time when legal teams are being asked to do so much more with less, the campaign focused on a clear shift. Legal operations aren’t just about efficiency anymore; it’s about driving strategy and measurable value.
We are proud to have partnered with Wolters Kluwer on this campaign and are excited to see this work recognized with a Gold Stevie® American Business Award in the Thought Leadership Campaign of the Year – Business Products category.
Building a Scalable Thought Leadership Campaign
Rather than relying on a single hero asset, Wolters Kluwer took a more strategic approach. They developed a dynamic, multi-format campaign blending the engagement value of video with the authority of whitepapers and the accessibility of editorial and social content.
The approach included not just an overarching hero piece, but a series of “mini-whitepapers,” each paired with supporting blogs and ultimately brought together into a comprehensive eBook. This modular, phased structure allowed the campaign to meet audiences through different channels while telling a consistent and compelling narrative that encouraged ongoing engagement.
Stevie Award judges highlighted the campaign’s thoughtful execution and forward-looking perspective. One judge called the effort “a compelling and forward-thinking campaign that is a benchmark in terms of strategic excellence.” Judges also noted the effectiveness of the phased content approach and multi-channel promotion strategy, which were vital in driving engagement.
From Expertise to Narrative
Wolters Kluwer brought the vision for this campaign, grounded in deep subject matter expertise and a clear point of view on where the industry is headed. Our role was to help translate that expertise into a cohesive story, from subject matter expert interviews through to the development of seven whitepapers, supporting blogs, and a full-length eBook. The internal team concurrently built out the wide range of additional insightful assets from all seven SMEs involved.
That approach—turning insight into sustained, structured storytelling—is at the core of how we think about modern thought leadership. It’s also the foundation of our Narrative Studio, where we help brands, like Wolters Kluwer, build the narratives that define their categories and differentiate their corporate and executive voices.
A Well-Deserved Recognition
This award is a reflection of Wolters Kluwer’s commitment to leading and defining the high-level and practical conversations around strategic legal operations. They identified a meaningful shift in their market and invested in the kind of high-quality, insight-driven content needed to shape it.
We’re proud to have collaborated with them on this work, and even prouder to see it recognized.
