What happens when you combine a team of journalism-powered editorial strategists with a research-driven thought leadership firm specialising in evidence-based insights?

For us, the answer is an integrated thought leadership strategy built through a strategic partnership between Aspidistra and Exhibit B, a UK-based consultancy whose principals co‑founded the renowned thought leadership pioneer Longitude Research – later acquired by the Financial Times and re-established as FT Longitude.

Together, we’re developing an integrated, full‑funnel thought leadership service that closes the gap between high‑level consultancy and creative execution.

It’s a response to a growing need among B2B organisations for insight‑grounded storytelling that actually lands with impact, especially as ecosystems, co‑selling models, and partner‑driven growth reshape the market.

Why Exhibit B is the right fit

Across the industry, it’s becoming increasingly difficult to stand out. Markets are crowded, commentary often feels recycled, and audiences are more sceptical of claims without evidence. At the same time, brands are expected to publish viewpoints that feel informed, distinctive, and genuinely useful.

As Aspidistra CEO Denise Wall explains, “We’re hearing the same thing consistently from clients: they want insight that is proprietary and demonstrates real value, and storytelling that helps people understand why it matters. Our partnership with Exhibit B is designed exactly for that intersection.”

By combining Exhibit B’s research expertise with our narrative and editorial depth, we can deliver a genuinely end‑to‑end thought leadership strategy – one that brings the depth of a research consultancy together with the agility of a strategic editorial boutique.

Why this integrated thought leadership strategy matters for B2B leaders

Rob Mitchell and James Watson, who lead Exhibit B, have been at the forefront of thought leadership and branded content for more than 20 years. Before founding Longitude Research, they also ran major thought‑leadership programmes at The Economist Group. This experience has shaped their research‑driven approach to uncovering genuine market insight rather than surface‑level trends.

“This reflects a broader shift,” says James, pointing to the way executives are redefining what it means to have a public voice. “It’s no longer enough to share quick commentary or publish occasional reports. Audiences respond to perspectives that are both informed and intentional.”

That shift is exactly why the partnership is designed to span the full journey – from research design to insight interpretation to market‑ready publication. As Rob puts it, the goal is to ensure ideas “don’t just exist, but travel, resonate and influence.”

Denise echoes that view, noting that the combined capability “gives brands a clearer, more credible foundation for shaping the conversations that define their markets.”

Read more about the Aspidistra and Exhibit B partnership here.