The Future of Work is Human
MPF Awards 2018
Best Thought Leadership
Challenged with developing a differentiating campaign for global people and organisation advisory firm Korn Ferry, we used economic modelling and opinion research to prove that while 80% of CEOs believe that technology is their greatest value generator, people are 2.5 times more valuable than technology. This arresting narrative resonated across Korn Ferry’s core sectors globally, creating a compelling platform for the firm to engage clients, prospects and the wider market.
Following a series of acquisitions to create the world’s leading people and organisation advisory firm, Korn Ferry engaged Man Bites Dog to deliver its first global brand and thought leadership campaign to unite the firm under a single proposition.
Challenged with developing a differentiating narrative to put the “soft” issue of people on the boardroom agenda, we flipped the prevailing rhetoric that the future of work is robotic.
We delivered a powerful combination of economic modelling and international opinion research to prove that while 80% of CEOs believe that technology is their greatest value generator, people are actually 2.5 times more valuable to organisations. The study helped us demonstrate the unrivalled value of humans, and Korn Ferry’s importance as a people advisory partner.
This arresting narrative resonated across Korn Ferry’s core sectors globally, creating a compelling platform for the firm to engage clients, prospects and the wider market as the world’s preeminent people and organisation advisory firm.
We used engaging content to make the concept travel, including an interactive microsite, video and white paper to change CEOs’ perceptions, positioning Korn Ferry as the solution to their $1.215 quadrillion blindspot.
This landmark campaign credibly repositioned the firm from transactional executive search to people advisory, differentiated its uniquely broad people offer by bringing its diverse services together for the first time, and put people back at the heart of the Future of Work debate.
Our integrated marketing communications programme has become the central pillar of Korn Ferry’s rebrand and global marketing communications strategy. The campaign engaged hard-to-reach C-Suite prospects (exceeding MQL targets by 40%), generated national and business media headlines worldwide (from BBC, Bloomberg and CNBC, to Die Welt and Les Echos) and laid the foundations of a three-year Korn Ferry thought leadership programme.
Pieces of tier one coverage
including BBC, CNBC, Die Welt, Les Echos and Bloomberg
Unique visits to online content
Campaign exceeded Marketing Qualified Lead Target
by 40% in 12 week launch
C-Suite interactions with CEO blog
Of online visitors engaged with additional assets
of MQLs were new
- driven from zero engagement to highly engaged
- “To achieve a global enterprise-wide campaign, uniting the business under a single proposition, just months after a major acquisition was quite simply – remarkable!” Mwamba Kasanda, Senior Director, Global Marketing Programs, Korn Ferry
- “Man Bites Dog’s Future of Work campaign for Korn Ferry is successful on all levels. People value versus technology value isn’t new, however, the CEO blind-spot and attempt to quantify this is. The report is excellent. It is well researched and clearly articulated. It is credible with far reaching effect.” Judges’ comments, Managing Partners’ Forum Global Awards 2018