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Portfolio Categories: Case Studies.

 

Summary:

BPS World asked us to position them as leading-edge commentators on key employment trends. Our resulting campaign saw radio and press coverage reach an audience of four million in just a few days.

The Brief:

BPS World are global resourcing experts. We’ve been working with them since 2012 to raise their profile and position their team as thought leaders on a breadth of topics relating to the world of work.

BPS World asked us to develop a selection of creative campaign ideas, exploring topics beyond recruitment, that would give them high impact coverage and position them as leading-edge commentators on key employment trends.

The Idea:

Thanks to our strong relationships with the media, and daily immersion in the news agenda, we had a strong idea of topics that would deliver on-message coverage for the brand.

We created a campaign focused on agile working, supported by original research, a national radio day and the creation of a practical eBook. The research was commissioned among senior decision makers and their employees, to explore views on agile working, its impact on productivity and engagement and interesting conflicts that were emerging.

We utilised our extensive network, as well as BPS’s own contacts, to source an impressive list of experts and contributors for the eBook, entitled The Agile Revolution, which we launched with a day of radio interviews and media outreach.

The Impact:

The campaign launched with 14 national and regional radio interviews with Simon Conington, MD of BPS World and other contributors to the book. A full press launch took place, with releases issued to national, HR and business trade press and key regional titles. The eBook also became available to download from Amazon on the same day.

The PR campaign reached an audience of four million, with the bulk of coverage including links to the eBook which helped it reach #1 in the Business Life category on Amazon.

The buzz around the book attracted the attention of CNBC Europe who dedicated an episode of their innovation magazine programme, ‘The Edge’, to the subject of agile working, featuring Simon Conington of BPS as an expert.

BPS World and Onyx

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The positive coverage and rising profile of the book also attracted the attention of CNBC Europe. The broadcaster decided to dedicate an episode of their innovation magazine programme, ‘The Edge’, to the subject of agile working. Simon Conington of BPS appeared as an expert on the programme.