Corporate & public affairs
Independent Business Network
We built national credibility for a new organisation from standing start — placing 65+ pieces in The Telegraph, The Times, The Sun and Sky News across two years.
A pro-enterprise business lobby group championing independent businesses, entrepreneurs and a low-tax economy — launched in 2020 as a confident alternative to the CBI.
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The brief
The Independent Business Network launched in March 2020 to give independent businesses and entrepreneurs a voice in the post-Brexit economic debate. Bridgehead was appointed to establish IBN's national media presence rapidly — positioning its leadership as authoritative commentators on enterprise policy, free trade and the economic consequences of government decisions.
What they needed
Establish IBN as a credible national voice for independent business.
Build John Longworth's profile as a leading commentator on enterprise and Brexit.
Secure sustained presence in national print and broadcast media.
Drive political attention to the NI hike and its impact on independent firms.
Position IBN as the pro-enterprise alternative to the CBI.
The approach
A sustained commentary strategy anchored to the political news cycle — placing IBN's voice on every major economic moment from Budget statements to trade deals, and building a drumbeat of Telegraph presence that made IBN a fixture of the enterprise debate.
Telegraph commentary drumbeat
By positioning IBN's Director General as a regular Telegraph commentator, we built the kind of sustained presence that makes a new organisation feel established. Over 30 Telegraph pieces in two years created a consistent voice the paper's political desk recognised and returned to.
Hooking every economic moment
Budget statements, NI announcements, trade deals and lockdown restrictions each became a platform for IBN's voice. By preparing commentary in advance of major news events, we ensured IBN was part of the story the day it broke — not catching up the day after.
Broadcast reach via Sky News
Sky News appearances on Brexit and enterprise news extended IBN's reach from political readers to mass broadcast audiences — amplifying the commentary strategy on the days that mattered most.
The results
pieces of national coverage
Telegraph pieces in two years
national broadcast appearances
Coverage over time
Coverage tracked the enterprise policy agenda — launching strongly in March 2020 and peaking with the National Insurance campaign in early 2022 (representative split; 65+ pieces, 2020–2022).
The coverage
Business
Workers to be hit twice by Boris Johnson's National Insurance rise
The Telegraph · February 2022
35.8M readers
Business
Family firms call for taxes to be slashed
The Times · 2021
110M reach
Comment
Here is the right road for our drifting PM, says Lord Frost
The Sun · February 2022
The campaign
30+ Telegraph pieces in two years — a new lobby group the paper's political desk treated as a fixture.
By positioning IBN's leadership as authoritative commentators on Brexit economics and enterprise policy, we built a sustained presence that made IBN a recognised stakeholder — not just a story. The Telegraph became the anchor, with The Times, The Sun and Sky News amplifying the message across print and broadcast.
Seen in
The impact
Established IBN as a recognised national voice in enterprise and Brexit policy within months of launch.
30+ Telegraph pieces built the kind of consistent political-press presence that turns a new organisation into a fixture.
Lord Frost op-ed in The Sun extended IBN's reach to 110M+ readers on a single day.
Sky News appearances reached millions on key Brexit and Budget moments.
The outcome
65+ pieces of national coverage — and a lobby group launched in 2020 that The Telegraph, The Times, The Sun and Sky News were all quoting within its first two years.
