What impressed the judges about JLL is their unique, rather than “me too”, approach to thought leadership. The unanimous decision of the judges considered that their approach added value in a practical yet innovative way. JLL adopted excellent use of technology offering an engaging, interactive user experience for both internal and external stakeholders. They successfully transformed a significant amount of data into editorially-rich and easily-digestible content. Their approach was strongly aligned to their brand positioning and went beyond the traditional marketing and messaging of many thought leadership campaigns.
Winner's quote: "We are thrilled and honoured to be recognised for our Global Thought Leadership at the 14th Annual MPF Awards. Another great achievement and a further accolade for our Global Cities Research and marketing programme! Our Cities Research Center aims to be an indispensable resource for investors, developers, corporate occupiers and city governments providing unique perspectives, analysis and insights on global city performance. It consolidates the firm-wide expertise on cities and brings to life JLL knowledge and data in a dynamic and accessible format." Rosemary Feenan, Director of Global Research Programmes at JLL
From left: Jon Culshaw, the team from JLL and Stuart Foster (RBS)
Mills & Reeve provided a holistic approach to their thought leadership. Their focus on sales and new business leads particularly impressed the judges and the success of their campaign provided direct instructions and new work which they quantified, as well as prospective leads which were followed through. What also stood out is how they approached selling the idea of the thought leadership to their internal audience. They did not assume that commitment would come automatically and spent time and thought on how to socialise the benefits of thought leadership throughout the firm. As a result, the campaign had excellent pick-up through their service lines, sector and office leaders which, in the judges' minds, was a key reason for the success of their campaign.