Man Bites Dog and Korn Ferry win World’s Best PR Campaign at ICCO Global Awards 2018

Posted on December 11, 2018 by Man Bites Dog

Man Bites Dog and Korn Ferry have been awarded World’s Best PR Campaign in the B2B category of the ICCO Global Awards 2018 for The Global Talent Crunch. The ICCO is the voice of public relations consultancies around the world. Awards are judged by an elite panel of top international PR practitioners and recognise excellence and effectiveness in PR work globally.

The winning campaign: The Global Talent Crunch

The countdown to the world’s first truly global talent shortage has already begun!

Competition for C-Suite attention has never been so acute. The threat of disruptive innovation has elevated technology to the top of the Boardroom agenda, and relegated talent to the bottom. The Global Talent Crunch 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 skilled jobs making the right kind of talent more important in the future of work.

Man Bites Dog and Korn Ferry challenged the conventions of economics and embarked on ambitious, world-first research to map the gap between talent supply and demand. We revealed a shortage of 85.2 million skilled workers globally by 2030, threatening $8.5 trillion in lost GDP.

With this signature perspective, we created a unifying theme for an integrated global campaign that positioned our client Korn Ferry as the solution to the impending talent crunch.

Members of Man Bites Dog and Korn Ferry pose with the award for World’s Best PR Campaign at ICCO Global Awards


Alan Guarino, Vice Chairman, Korn Ferry commented: “Linking talent and GDP is eye-opening and incredibly powerful for CEOs and governments alike. We are in a countdown to the world’s first truly global talent shortage: leaders need to take action now if they want to win. The clock is ticking.

“The Global Talent Crunch created a powerful call to action for our unique breadth of talent related services.

“This campaign built reputation with exceptional global media coverage and deepened relationships and engagement with our clients.”

Claire Mason, founder and CEO of Man Bites Dog commented: “With the future of work so important to the success of organisations, we needed to make a bold claim backed up by compelling evidence that would grab the attention of senior decision-makers and change their perspective on this critical issue. The long-term partnership between Man Bites Dog and Korn Ferry’s expert team has once again created signature thinking with real business and economic significance and we are delighted to have this recognised by the ICCO with this prestigious award.”

The win is the fourth award in a week for Man Bites Dog, with accolades including Best Corporate Campaign in the CorpComms Awards 2018 for the consultancy’s G7 to E7: Emerging Market Trade Titans campaign for Standard Chartered bank.

About ICCO

The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations representing 66 countries across the globe: from Europe, Africa, Asia, the Middle East, the Americas and Australasia. Collectively, these associations represent over 3,000 PR firms.

About Korn Ferry

Korn Ferry is a global organizational consulting firm. We help clients synchronize strategy and talent to drive superior performance. We work with organizations to design their structures, roles, and responsibilities. We help them hire the right people to bring their strategy to life. And we advise them on how to reward, develop, and motivate their people.


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