The Story:

Globalization Partners helps companies expand their workforce globally, making it easier for businesses to hire team members in a new country without the legal tax and HR burdens. 

The brand approached MAG, as they wanted a campaign delivering to achieve an increase in brand awareness. So, we proposed a multi-format campaign, with an efficient mix of international airport advertising, broadcast video across key international hubs, and aligned with sports such as the Olympics - ensuring the campaign would have mass reach. 

This campaign was targeted predominantly for EMEA and APAC. MAG  set out to:

o   Reach audiences across EMEA.

o   Increase brand awareness.

o   Drive education for the brand.

The Strategy:

Across the campaign period, we strategically placed Globalization Partners across key target countries by putting the campaign on  high reach placements for business audiences. As one of the core objectives was brand awareness, we had to create unity across the campaign; ensuring it had the same messaging, creative and that it was in the same language. This meant media placements were in English across reputable network channels such as Bloomberg within UK and Europe feeds, for example.

The campaign strategy also included large formats in busy  international airports, specifically ones that were known as business hubs, with the creatives being  placed in key departure locations that would provide a significant dwell time.

To ensure further reach, we used sports placements for the creative across Summer and Winter Olympics, and then placed Out of Home adverts in key cities across EMEA as well as  TV content around news and business content across UK, Europe, Australia and Singapore.