Steering The Course
What do you talk to clients about when your work is extremely sensitive and there’s a dearth of publicly available data to wield for PR and marketing stories?
And when it comes to one of the corporate world’s most talked-about issues – anti-bribery and corruption (AB&C) – how do you stand out and create your own white space in a commercially effective way?
Such was the dilemma faced by the Global Bribery and Corruption Task Force at law firm Hogan Lovells. The Investigations Practice sought a profile befitting its market-leading status, and a story that would cut through a noisy debate.
Man Bites Dog designed a three-stage programme:
We undertook a series of strategy and immersion sessions and extensive market research to pinpoint exactly how Hogan Lovells could win the hearts and minds of its target audience, using our 4D framework for generating ideas that lead.
We proposed an integrated marketing campaign with a range of tactics to drive interaction with a new and exclusive benchmarking tool.
Man Bites Dog conducted a global study with chief compliance officers (CCO) (or equivalent) at 600 of the world’s largest multinational companies and uncovered that commercial priorities were pushing AB&C compliance down the corporate agenda.
The research revealed that more than half (57%) of CCOs believed that their sales culture was a major threat to compliance and nearly a third (28%) of companies were failing to tailor their global anti-bribery programs to local markets.
The opinion research also revealed that corporates are investing tremendous amounts of time and money in their compliance programmes, but failing to implement them fully and effectively – two-thirds (66%) of CCOs feel their company is better at creating AB&C programs than executing them.
Man Bites Dog extracted the most newsworthy story angles for global, sector and regional teams, and then launched the campaign via a global press release and white paper, supported by video, social media outreach and direct emails to clients and prospects.
Man Bites Dog recommended creating an online benchmarking test to draw people into the study and pull them through the sales funnel, which was launched via a dedicated microsite to help secure prospect and client meetings.
Hogan Lovells is continuing to leverage the campaign for additional news stories, ongoing media relations and expert commentary, a global series of client seminars and to enhance its existing business development activities.
After six months, the campaign achieved:
More than 50
pieces of media coverage globally
The Financial Times, The Times, the Wall Street Journal, Les Echos, La Tribune, El Financiero and International Business Times
views on Twitter
views on Linkedin
client requests via the site
client events across Asia, Europe and Latin America
attendees to global events
“Man Bites Dog impressed me from day one, and I was proud to put them in front of my senior partner stakeholders. They have an incredible skill for getting to the root of a challenge and coming up with an exciting solution.”
Vanessa Montero, senior PR manager at Hogan Lovells
“The team at Man Bites Dog are incredibly talented and ambitious. We were particularly impressed with their understanding of the topic and the tenacity with which they drilled down into the issues to produce startling data and an insightful report. Our project could never have achieved quite this level of success without them.”
Orla O'Donovan, senior PR adviser at Hogan Lovells