Case Study: MMG Chartered Accountants



At CoCo we love words, just as much as our client MMG Chartered Accountants love numbers!   

MMG’s managing director, Paul Crichton, knows that for some people the numbers can be daunting and wanted to dispel the myth that accountants are boring and numbers can be fun!   

This was music to our ears. As one of CoCo’s first clients, we continue to bring their numbers to life with our words, creative communications campaigns, engaging internal communications programmes and a well-defined strategy to support the firm’s ambitious growth plans.  

The world of accounting can be hectic. As well as managing clients’ accounts, they must stay ahead of the curve by looking out for important tax dates and changes to the law. With many balls to juggle, MMG doesn’t have the resources for an internal communications team, so we’ve taken on that role. Over the last few years, we’ve been supporting MMG to:  

  • Enhance brand awareness  
  • Manage, maintain, and grow social media channels   
  • Create and send a monthly newsletter   
  • Update and maintain the website  
  • Position MMG in a local market  
  • Develop and implement a content strategy  


We might not know our way around a tax return, but we do know how to make accounting fun! 

Here are a few examples: 

The Egg Heads – Team Eggspertise 

Who said that accounting’s boring? To introduce MMGs team of Chartered Tax Advisors (CTAs), we hatched a plan to turn them into egg heads! You might be wondering, “why eggs?” let us explain… Luckily for us there are six CTAs – a perfect box of eggs. With the help of our graphic designer, Will Shek, the CTAs were transformed into the egg heads. We created content surrounding this campaign by writing blogs about each CTA and creating engaging social media posts, that were distributed monthly on both social media and the MMG newsletter. This eggciting campaign has been a fun way to display the services MMG offers, as well as help clients get to know the team better. An eggcellent idea if I say so myself. 


The Bean Counter – Newsletter 

You can’t get more fun than comics, right? The Bean Counter is MMG’s monthly newsletter with a comic theme running throughout. Not only does it go to MMG’s current clients but also to individuals who’ve signed up for ongoing accounting advice. The Bean Counter covers everything from general business to accounting news.   Don’t miss out – you can sign up too here. 

Creative Content Strategy  

Most businesses don’t generate new news daily, which is why we take a proactive approach to develop creative content aligned with MMG’s strategic goals. We include a mix of current news, such as the evolving Making Tax Digital (MTD) roll out and ‘evergreen’ content to keep their audience engaged. To stand out in the crowd in the competitive accountancy sector, we always make sure our creative campaigns are SEO optimised to ensure its seen by the right people.  

Just a few examples… 

Moooving on… the ‘Accounting for Agricultural’ blog gave customers an insight into the agricultural industry, highlighting the uncertainty that lingers over farmers and the struggles in which they face.  

The ‘Accounting Glossary’, explores the commonplace industry jargon so customers so everything is always crystal clear. 

When MMG merged with Walker Harris it was important to assure staff and clients it was a good fit.  ‘Legacy of Walker Harris’, gives an insight into why the merger was a good fit for MMG and an introduction to the new employees joining the team.   


We can’t have a blog about accountants without adding in some numbers! 

MMG’s newsletter The Bean Counter has a 45% average monthly open rate. Open rates for newsletters across all industries average 20.33%, so we are ahead of the curve when it comes to creating engaging content.  

In 2022, MMG’s LinkedIn followers increased by 40%, but that’s not all! The website also received an increase in generations with impressions increasing by 67% and total clicks increasing by 27% in just six months.

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