Korn Ferry

Korn Ferry

The Future of Work is Human

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.

Strategy

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.

Activation

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.

Impact

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.

Get in touch with your challenges

50+

Pieces of tier one coverage
including BBC, CNBC, Die Welt, Les Echos and Bloomberg

20,000+


Unique visits to online content

40%

Campaign exceeded Marketing Qualified Lead Target
by 40% in 12 week launch

1,000+

C-Suite interactions with CEO blog

30%

Of online visitors engaged with additional assets

10%

of MQLs were new
- driven from zero engagement to highly engaged