Lansons

hay

CASE STUDY

HAY GROUP:

Positioning them as an expert in senior exec pay

Image by Alejandro Escamilla
Positioning them as an expert in senior exec pay

Challenge

Target the C-suite

Advice

To position global management consultancy Hay Group as the authority on C-level pay, targeting the C-suite press across Europe. Our advice was to tailor the story

to current news hooks focusing on shareholder interest in CEO pay, bonuses and the US/European differences, at the time a media hot topic.

Ideas

Lansons analysed the report findings and worked with the client to develop potential story angles. The team drafted a press release and planned campaign rollout across the EMEA region. Lansons conducted conference calls with the EMEA network within Hay Group

to discuss the findings and advise on distribution strategy in each country to ensure a coordinated approach and messaging. We were also on hand to discuss any queries or concerns the network had about approaching the media, particular in light of the current sentiment towards CEO pay.

Results

Lansons secured pan-EMEA press coverage in key titles for Hay Group, The Economist and the global edition of the FT global edition.

There were also a number of pieces across the EMEA network in individual countries, delivered with a consistent message.

Our London briefing event was a tremendous success. As a result of our campaign lobbying efforts increased and the United States delayed the implementation date.

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