Man Bites Dog, the strategic ideas company, is celebrating an impressive nine international marketing award wins in 2019. The awards recognise The Global Talent Crunch campaign created by Man Bites Dog for long-standing client partners, Korn Ferry. The international thought leadership campaign challenged the misperception that technology and machine learning will make people less important in the future of work by proving that the opposite is true: AI will generate new skilled jobs, making the right kind of talent more important in the future of work.
Awards highlights include Best Thought Leadership Campaign in the B2B Marketing Awards, Best International Campaign in the CIPR Awards, Best Global Programme in the Sabre EMEA Awards and Best International Campaign in the CorpComms Awards. The campaign also won World’s Best B2B Campaign in the ICCO Global Awards 2018, taking the trophy count to ten.
CorpComms judges commended the campaign for achieving “such impressive results” and praised the “breadth and depth of impact” of the campaign and its “real commercial benefits”.
Man Bites Dog’s world-first research mapped the gap between talent supply and demand, revealing a shortage of 85.2 million skilled workers globally by 2030, threatening $8.5 trillion in lost annual GDP, equivalent to the output of Germany and Japan combined. The campaign challenged the way that organisations and governments across the world think about talent, and positioned Korn Ferry as a leading authority on the future of work. Becoming Korn Ferry’s most successful media campaign, it exceeded media targets by 900%+ and achieved truly global impact with 600+ pieces of global media coverage, an online readership of 1.1 billion, 178 million reach and 157K social shares.
Alan Guarino, Vice Chairman, Korn Ferry said: “Being able to link talent and GDP is incredibly powerful. We are in a countdown to the world’s first truly global talent shortage: leaders need to take action now. Our campaign created a pivotal call to action for our unique breadth of talent related services. It built reputation with exceptional global media coverage and deepened relationships and engagement with our clients.”
Man Bites Dog founder and CEO, Claire Mason, said, “I am so proud that the Man Bites Dog team’s outstanding work has been recognised with so many awards this year. These awards underline the importance of strategic thinking, the Man Bites Dog signature ideas we are known for and the value of long-term client partnerships, enabling us to build great work together. The team’s dogged determination in creating world-first research - in this case reinventing labour force economics - makes these awards richly deserved. A huge well done to Man Bites Dog and Korn Ferry’s outstanding consultants and marketing teams across the world.”
The B2B Marketing Awards
CIPR Awards (Chartered Institute of Public Relations)
SABRE Awards, EMEA
IN2 SABRE Awards EMEA
PR Week Global Awards
ICCO Global (2018)
10 Winner: World’s Best B2B Campaign