October 2025 IN THIS ISSUE: ► Cg Business Advisor: Podcasting for Culture and Brand
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Cg Business Advisor: Podcasting for Culture and Brand
► Member News ► CPAmerica Insights Grace Horvath
Interview with Deborah Sundermann and Danielle Bagdzinski, Cg Tax, Audit & Advisory
Accounting and advisory firms across the country are continuously working to set themselves apart from others in the industry. At Cg Tax, Audit & Advisory (Cg), headquartered in Tinton Falls, N.J., one way they’ve found to set their firm and their brand apart from other firms, is through their podcast, the Cg Business Advisor. Started in August 2020, their monthly podcast just celebrated its fifth anniversary.
from cryptocurrency to employee stock ownership plans to fitness and well-being, as well as recruitment.”
Deborah Sundermann
Working in advance, they try to keep topics and content somewhat evergreen but have room to add in crucial timely updates that arise. Bagdzinski works closely with Seidenberg to ensure the editing and final product aligns with their brand and the messages they want to convey. “When it comes to external guests, it’s on a referral basis and we’ve been incredibly fortunate with the connections that our team members have made. We call these types of referral sources, or subject matter experts, our centers of influence,” continued Bagdzinski.
Danielle Bagdzinski
Their podcast has evolved somewhat over the years, but the goal has remained the same, to create new pieces of thought leadership and potentially reach new audiences. We spoke with Cg’s shareholder/managing director, Deborah Sundermann and Cg’s director of marketing, talent & team, Danielle Bagdzinski about their podcasting experience. Wanting to make their podcast unique from other standard accounting podcasts, Bagdzinski shared how they explored some unorthodox topics featuring outside guests with their host and editor, Scott Seidenberg. “We decided we really wanted to diversify ourselves as a firm and the topics and external guests we’ve brought on have spanned a variety over the years,” said Bagdzinski. “We’ve talked about everything
“From the team member perspective, featuring someone as a center of influence on the podcast helps make those relationships more ‘sticky’,” said Sundermann. “This is another way that we can add value for our clients because now they’re subject matter experts on our podcast. So, it’s really just another way of leveraging that relationship, and they appreciate it.” The team also relies on their internal Cg experts periodically for more technical topics, especially if there’s something big when it comes to tax legislation or changes that their audience needs to be aware of. Other team members are also encouraged to suggest topics or subject matter experts to interview. This allows the entire Cg team the ability to share topics that are important to their clients or they’ve heard their clients mention, which adds additional
value to those relationships. When Sundermann become managing director in January of 2024, the podcast was a great place to show a different side of the firm’s new leader. Having been with Cg since 1996, Sundermann was surprised how many clients or staff members didn’t know her story and the journey she took to leading the firm. The podcast provided the perfect medium for her to share that story. “When I took over as managing partner, almost two years ago, they had me on the podcast because it was the first time that we had a transition from our very first managing partner to me. So, it was a bit of a big deal in the history of Cg,” said Sundermann. “I had some clients and team members listen to the episode and they had no idea that I basically grew up here,” shared Sundermann. “My journey is not very unique to Cg because we have a lot of longevity here, but I’m proud of the fact that I started from a very entry level position and grew up within the walls of Cg.” As a frequent “best place to work” honoree, Cg prioritizes their employees. Whether it’s through their podcast or their employee engagement committee opportunities, they put employee well-being and quality of life top-of-mind. “We are truly a quality of life firm, and we have a culture that’s really special,” said See Podcast, continued on page 2