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Brand Strategy and Creative Execution

McKinsey & Company 

McKinsey Company is a leading global management consultancy partnership firm. They consult major global corporations, governments, parastatals and not for profit organisations on how to build efficient profitable businesses. To achieve this objective, McKinsey recruit the smartest minds in the world to push their strategy of machine learning, analytics and corporate restructuring.

 

Their Problem

When McKinsey approached us, it had no brand equity in the African public psyche. They wanted to lift their brand image in the minds of smart young Africans, to attract the best intellectual talent on the continent for employment.

 

To help come up with a young talent program they engaged two agencies to pitch for a recruitment campaign centered around their exhibition stands and brand messaging. Our pitch was centered around using high-tech exhibition stands to help them communicate their market leading position to attract and connect with young smart minds. With this effort we won the pitch to work with McKinsey.

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Our Solution

  • We developed a brand awareness campaign for McKinsey to use in what we called the African Smart Minds Recruitment drive. This entailed conducting campus activations, career fairs, expos and leveraging those activations on social media to build the McKinsey brand in the minds of smart African minds, pushing them to want to be a part of McKinsey.                             

  • In these events, McKinsey showcased the brand, telling the McKinsey story using modern exhibition stands and technology that highlighted their character and proposition.                                                                          

  • We connected the experiential marketing activations to an online engagement to complete the circle of connection from the real world to the virtual.

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