ICAEW wins Best Member Engagement at 2024 Memcom Excellence Awards

At the 2024 Memcom Excellence Awards, the Institute of Chartered Accountants in England and Wales (ICAEW) was a joint winner of the Best Member Engagement Award for their impactful “New Boardroom Agenda” campaign.
14 October 2024 by
Memcom, Rachel Appleton

The 2024 Memcom Leadership Award has been sponsored by Research by Design. If you are interesting in sponsoring an award for 2025, please get in touch with sylwia@memcom.org.uk to find out what options are available. 

The judges praised ICAEW’swell-articulated submission, particularly highlighting the use of inspiring member stories and engaging video content, which demonstrated the evolving role of board members. The campaign effectively connected with ICAEW’s Corporate Governance Community, resulting in impressive growth in member engagement.

The Changing Role of Boards: The New Boardroom Agenda

ICAEW’s campaign addressed the increasing demand for more engaged and dynamic board members, a critical factor in today’s complex corporate environment. The New Boardroom Agenda explored how long-term stewardship and corporate governance are vital for the sustainability of businesses, positioning ICAEW as a leader in advocating for best practices in governance.

Engaging and Empowering Members

The campaign targeted board members, c-suite executives, and aspiring professionals, offering them practical advice through five key themes: building sustainable businesses, strengthening boards, managing risk, enhancing culture, and fostering stakeholder trust. In addition to films, the campaign included podcasts, interviews, and in-depth guides, supporting professionals in their journey toward better corporate governance.

A standout aspect of the campaign was its ability to engage ICAEW members through innovative storytelling. Judges commended the use of video formats, which made the content relatable and memorable. ICAEW’s thoughtful approach connected with its audience on a personal level, re-energising its Corporate Governance Community.

Impressive Results and Growth

The success of ICAEW’s campaign was reflected in its metrics. The Corporate Governance Community grew by 217%, adding over 5,000 new members. Web sessions reached 41,000, with 43,000 page views, and email campaigns saw significant engagement with over 83,000 unique openers.

Social media also played a key role, with LinkedIn and Facebook delivering millions of impressions, thousands of clicks, and high video view-through rates. The campaign’s videos garnered nearly 1.2 million views, further amplifying ICAEW’s message of sustainable governance.

Supporting Long-Term Health for Businesses

Through the New Boardroom Agenda, ICAEW not only promoted better corporate governance but also reinforced its role as a thought leader in the accounting profession. By telling the stories of board members who embody the values of long-term stewardship, ICAEW inspired its members and future professionals to make meaningful changes in their organisations.

The campaign’s success, as recognised by the 2024 Memcom Excellence Awards, reflects ICAEW’s commitment to empowering its members and shaping the future of governance. With this initiative, ICAEW continues to drive positive change across UK businesses, ensuring their long-term health and sustainability.


Memcom, Rachel Appleton 14 October 2024
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