Korn Ferry helps leaders and organizations, and societies succeed by releasing the full power and potential of people. Historically, the HR industry has offered piecemeal views of people based on inconsistent processes, technologies and measurement. Korn Ferry is disrupting the traditional approach through a holistic framework that sits at the intersection of an organization’s business strategy and its people.
We aimed to help Korn Ferry define a new category of consultancy (people and organizational advisory) and make the Korn Ferry master brand the founder and leader of that category. At the same time, the campaign marked a major brand pivot for Korn Ferry – combining the brand with two major competitive acquisitions, Futurestep and Hay Group. Our task was to rapidly create awareness of the new brand and generate leads globally.
By acknowledging that people drive business performance, and by choosing to invest accordingly, organizations can elevate their people and unleash previously unimagined potential. Stein IAS and Korn Ferry translated that energy into a direction – and a compelling new advertising campaign – called “UP.”
The concept of UP embodies the benefits Korn Ferry offers its clients. By utilizing this device as the anthem of the Korn Ferry brand, UP referred to an ideal destination and a higher standard of excellence in services and efficiency. The integrated campaign launched in the Americas and EMEA in print, online, radio, paid search, eDirect, webinars, content marketing and custom mini-sites.
The UP campaign delivered high performance across the board. Digital response rates on average 2X+ industry averages, and as high as 4X on select sites. Paid search response showed a 1.41% CTR. 600 asset downloads and nearly 300 executive survey completions. 1,400 webinar registrations. All around, the campaign was successful in launching the new Korn Ferry brand, raising broad awareness and generating demand worldwide. Our work also helped Korn Ferry win prestigious Integrated Marketing Campaign of The Year honors at the Global ACE Awards.