Russell Reynolds — Helping Russell Reynolds take the lead in CEO succession planning
Russell Reynolds needed to evolve their brand to help companies with one of the toughest challenges of leadership planning: CEO succession.
They needed to showcase their positioning to attract new prospects without diminishing their traction with board-level executives. Content and digital formats were key to showcasing their leadership and everything was needed on a tight timescale,.
For over 50 years, Russell Reynolds has been laser-focused on the goal of improving the way the world is led. That means being discerning about the way society is evolving and playing a crucial role in influencing how fast that evolution happens.
Solution.
The positioning and brand explored a range of concepts, playing with light and people-focused imagery. It needed look like them but with extra pizazz.
The content that followed featured:
- A hubpage for the campaign that served as a destination on its own while sign-posting the most relevant follow on pieces
- Executive articles and ebooks
- Internal launch materials to get the internal team aligned, including written materials and videos
This was promoted through an always-on awareness campaign that then fuelled conversion and lead gen programs as well as a highly targeted ABM strategy.
Results.
- The campaign delivered several leads and a single deal worth over $230,000
- We outstripped all KPIs set for the programmatic ads campaign
- We achieved 2,912 conversions from the paid search campaign