The Challenge
In 2024, Accountant Online, Ireland’s leading online accountancy firm, underwent a bold transformation. After years of rapid growth — averaging 50% annually since 2017 — the company had outgrown its original identity. CEO and founder Larissa Feeney recognised the need for a rebrand that would reflect the company’s broadened service offerings, which now spans digital transformation, financial advisory, and business growth support and its nationwide client base.
Our Solution
Harte Media devised a comprehensive communications strategy to support the rebrand and amplify Kinore’s national presence. The strategy was built around five pillars:
1. Narrative Development & Strategic Messaging
We worked closely with the Kinore team to define a compelling new brand story — focused on clarity, impact, and authenticity. Harte Media developed a messaging playbook to anchor all communications.
2. Traditional & Digital Media Engagement
We developed a press release telling the story of Kinore’s transformation — from a niche accountancy firm based in Donegal, to a full-service, digitally enabled business partner with national reach. We pitched this narrative to top-tier national media, targeting interviews and profiles with publications like The Irish Times, Business Post, The Sunday Times, Newstalk, Business Plus, Marketing.ie and to podcasts like Everyday Business with Aidan Donnelly. This positioned the Kinore CEO, Larissa Feeney, as one of Ireland’s most dynamic founders in the financial technology and professional services space. We maintained a “drumbeat” of monthly media engagement to build sustained awareness and credibility over a six month timeframe.
3. High-Impact Brand Launch Event
We helped Kinore plan and execute a flagship launch event in Dublin (September 2024), creating a strong platform to unveil the new brand to stakeholders, clients, and media using a strong location, high profile guests and tying the launch in with an evening at Dublin’s National Concert Hall to celebrate the launch and thank guests for their support.
4. Sponsorship and Tactical Advertising
To further expand on the communications strategy, raising awareness, and driving inbound enquiries, to help add to Kinore’s bottom line, we identified and negotiated targeted advertising campaigns and programme sponsorships with Newstalk.
The Outcomes
The Kinore campaign is ongoing, but the early results include:
- Media engagement has delivered an increased pipeline of new customers. An example of the success here is that one new client valued at €250,000 per annum resulted from the campaign.
- Narrative clarity was achieved and Kinore’s value proposition is better known across business and media circles throughout Ireland.
- Thought leadership pipeline activated with Larissa Feeney receiving requests from media outlets to speak on issues such as the Kinore policy on remote working.
