Re-engineering CEB’s reputation and credibility to become thought leader

Insights

• Psychometric assessment company, SHL was a trusted media commentator in Australia. The brand was retired following its acquisition by CEB, the world’s leading member-based advisory service
• While CEB had a global membership of 16,000 plus senior leaders from more than 10,000 companies, the organisation was virtually unknown to non-members or ANZ media.

Moments

• Educated commentators on CEB’s breadth of services and expertise via global research combined with local insights and commentary

• Bylines submitted to trade media to showcase expertise on industry challenges and workforce insights  
• One-on-ones to engage key journalists, ensuring in-depth coverage and a deeper understanding of the brand
• Seasonal calendar events leveraged for timely topics, e.g. salary reviews, graduates, employee burnout    

IMPACT

• 85% of articles utilised CEB research, demonstrating authoritative findings
• 59% included prescriptive advice or guidance to address HR challenges
• 90% included provocative analysis and commentary from spokespeople
• ANZ PR campaign contributed to 16% of CEB global PR coverage
• PR program and digital marketing delivered 65% increase in web traffic to HR-related ANZ webpages
• CEB had experienced a 10% increase in ANZ business growth