2020 European Corporate
Tax Managers Survey Report

The Client
The Thomson Reuters Institute is a global provider of industry-leading insights. The organization brings together people from across legal, corporate, tax & accounting, and government to ignite conversations, interpret industry events and trends, and provide guidance on the challenges and opportunities they face today.
The Challenge
Corporate tax managers, suddenly thrust into a remote working environment in 2020, faced a raft of challenges related to corporate tax, staffing, technology implementation, and supply chain issues. Thomson Reuters wanted to be the leading voice in the space, helping the C-suite as well as corporate tax professionals to navigate major issues including global trade wars, Brexit, and disruption to business due to the COVID-19 pandemic.
The Solution
- We conducted a detailed workshop with Thomson Reuters subject matters experts (SMEs) to fully comprehend the target research area. We conducted a thorough whitespace analysis to create a thought leadership program.
- The program provided a review of current market challenges, and delved into operational resilience, and examined whether future tax teams would be well-equipped to meet their objectives.
- After defining the research scope, we tapped into insights from 350 corporate tax managers across 9 countries and 10 core sectors to understand how they were adapting to industry changes. 10 qualitative interviews followed this to provide extra context to the thought leadership programme.
- We built a flagship report out of this research, and followed through by generating content for the report’s initial activation, including data-driven articles published in the run-up to the launch, as well as directly following it.
The Results
This program has clocked more leads than any previous thought leadership program for Thomson Reuters:
400+
Downloads
2X
The performance of reports in the region
The piece has been picked up in local and global media including Forbes, and continues to go from strength to strength.