McKinsey&Company | B-to-E Campaign

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Objective: Elevate the Firm’s values amongst its 1,600 global partners.

Approach: McKinsey partners are always on the road and have little time or patience for internal messages. We pulled in this jaded audience with a surprising tone of voice and a fresh approach to storytelling. The year-long internal campaign will illuminate McKinsey values through real stories and practical advice.

Scope: Campaign strategy and concept, interviews, manifesto, advertising, video, email, print, partners conference