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Best thought leadership

2018 winner

Korn Ferry

This thought leadership aims to help the merged firm unite under a single proposition. Key objectives include brand awareness with the C-suite and a pipeline of qualified leads. It is successful on all levels. The result is a strong case for the people agenda at a time when AI dominates. People value versus technology value isn’t new, however, the CEO blind-spot and attempt to quantify this is. The report is excellent. It is well researched and clearly articulated. It is credible with potential for a far reaching effect. The campaign is multifaceted and has the specific involvement of top team.

 Best Thought Leadership

Jo Caulfield, the team at Korn Ferry including Claire Mason (Man Bites Dog) and Andrea Daly (Barclays)


2nd place

Berwin Leighton Paisner

This thought leadership focused on risks of non-compliance with regulatory regime. The campaign presents information in an impactful and innovative manner that reflects well on the BLP brand and firm competencies. The 'bank heist' video concept is smart, striking and conveys serious messages in an attention grabbing fashion. The campaign style and innovative manner of communication sets BLP apart as knowledgeable on the topic, and approachable as a potential adviser. The involvement of 30 partners and client training leverages the knowledge in the firm and further strengthens the client-firm-lawyer relationship. Impressed by the effort to measure effectiveness of the campaign.