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Moore Infinity

PROJECT

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The Chino Audit

  • How do you earn a conversation with the decision-makers everyone else is chasing?
Man opening branded clothing box containing folded trousers
Fabric swatches and branded cards on a desk

CHALLENGE

Moore Infinity wanted to deepen relationships with a small, high-value group of decision-makers in private equity and business leadership. This audience is hard to reach and largely immune to conventional B2B marketing. The problem was never awareness. It was engagement.

The brief was to open genuine conversations and reposition the firm as a strategic business partner, not just another audit and advisory firm.

AUDIENCE

A narrow list of senior decision-makers across Moore Infinity’s priority accounts, led by private equity and business leadership. These people shape the strategic financial, audit and advisory calls in their organisations, and they are saturated with corporate communication.

Relationships here are trust-driven, built through memorable moments rather than mass mailers. Anything we put in front of them had to feel premium, personal and worth their attention.

Laptop displaying chinos versus suits comparison in executive office

OUR THINKING

We treated this as a relationship problem, not a reach problem, and built a Key Account Marketing programme around a few principles:

  • Personalisation over volume. Every touchpoint was curated for the individual, respecting the seniority and limited patience of the audience.
  • Creativity as cut-through. We moved away from corporate financial-services conventions and led with a bold, unexpected hook.
  • A journey, not a moment. Deskdrops, email, follow-ups and sales enablement combined into a layered experience, not a single hit.
  • Sales and marketing, aligned. Built as a business-development tool as much as a campaign, arming the team with conversation starters to carry the dialogue forward.
  • Relationships over leads. The goal was long-term connection, not a short-term spike, because senior B2B decisions are earned over time.
Laptop displaying Moore Infinity website on executive desk
Laptop displaying a personalised Chino audit report

THE IDEA: THE CHINO AUDIT

Moore Infinity is known for one thing above all: the audit. So we took that serious word and turned it on its head.

The Chino Audit was a witty, premium engagement mechanic that reframed “the audit” as something more human and unexpected. It gave a buttoned-up category a sense of humour, and gave senior prospects a reason to lean in rather than scroll past.

It did what good creative should: earned attention, proved impossible to ignore, and created an easy reason to start a conversation.

THE EXECUTION

The idea played out across a layered journey. A premium, personalised deskdrop landed it in a tactile, memorable way. Email carried the message and invited recipients into a dedicated Chino Audit experience online. Follow-ups kept the conversation warm, and the team was equipped with sales enablement assets to turn interest into meetings, and meetings into relationships.A campaign film brought the idea to life and gave the team a shareable asset to extend its reach. Every element felt curated rather than mass-produced, signalling that Moore Infinity understood its audience well enough to do something different.