Case Study: Korn Ferry drives global thought leadership and revenue growth with Man Bites Dog

Korn Ferry drives 1.1B online readership with Man Bites Dog

Korn Ferry, a global organizational consultancy, faced the challenge of elevating its brand beyond executive search to be seen as a strategic talent partner. The boardroom's focus on technology and AI had pushed talent strategy to the bottom of the agenda. They engaged the vendor Man Bites Dog to create a thought leadership campaign that would highlight this "talent blindspot" and substantiate their new positioning.

Man Bites Dog developed a multi-stage campaign called The Global Talent Crunch, which used groundbreaking economic modelling to forecast a severe future shortage of skilled workers. The solution included targeted content and a global integrated marketing campaign. This effort generated over 600 media placements, an online readership of 1.1 billion, and directly attributed millions of dollars in new revenue for Korn Ferry, making it their most successful campaign and earning numerous global awards.

Korn Ferry