Challenge:

• To position global management consultancy Hay Group as the authority on C-level pay, targeting the C-suite press across Europe.

Solution:

• To tailor the story to current news hooks focusing on shareholder interest in CEO pay, bonuses and the US/European differences.

Implementation:

• 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 to discuss the findings and advise on distribution strategy 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.

Outcome:

• In the pan-EMEA press coverage was secured 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.