Man Bites Dog has won the Best Thought Leadership award at the Managing Partners’ Forum (MPF) Awards for Management Excellence 2018, for The Future of Work is Human campaign in partnership with Korn Ferry.
The MPF Awards invite entries from leaders in global professional service firms to showcase their strategic leadership and management expertise, with an award ceremony to celebrate the best campaigns held in London annually.
To create a unifying marketing campaign that positioned Korn Ferry as the leading global people advisory firm, Man Bites Dog needed to create a stand out narrative that found white space in a crowded marketplace.
The prevailing rhetoric is that technological disruptors such as AI are the primary value generators of the future for the C-suite. Man Bites Dog and Korn Ferry undertook opinion research and created an economic model to show that the C-suite’s focus should be on people, not tech. The report, The Trillion Dollar Difference, explained that people in organisations are 2.5 times more valuable to companies than technology, worth a staggering $1,200 trillion to the global economy.
The campaign was activated through digital channels including social media and email, beating marketing KPI and RoI targets and firmly establishing the company’s market-leading position.
The judges praised the campaign for being “successful on all levels.” Calling the report “excellent”, they continued: “It is well researched and clearly articulated. It is credible with potential for a far-reaching effect.”
Claire Mason, founder and CEO, Man Bites Dog said: “This is a fantastic accolade for a campaign that brought so many elements of marketing together and really showcased the expertise of Korn Ferry.
The Future of Work is Human is a bold campaign, and a great example of how to take ownership over a subject area using a differentiated and creative idea powered by robust research.
Creating an arresting narrative that made the C-suite sit up and take notice was a real challenge, and we’re really pleased to have surpassed Korn Ferry expectations.”