Driving a strategic approach to owned media with the CIPD

Challenge

Transform the CIPD’s monthly member magazine People Management into a multi-channel brand that gives HR professionals genuinely useful, practical advice and broader, strategic knowledge.

Solution

We developed a new hard-hitting and relevant publications, engaging with CIPD’s youthful – predominantly female – audience by meshing the visual cues and accessibility of women’s weeklies such as Grazia with the clarity and edge of popular business magazines, such as BusinessWeek and HBR. We also prioritised People Management’s online presence to make it a go-to destination for HR professionals.

Solution

We developed a new hard-hitting and relevant publications, engaging with CIPD’s youthful – predominantly female – audience by meshing the visual cues and accessibility of women’s weeklies such as Grazia with the clarity and edge of popular business magazines, such as BusinessWeek and HBR. We also prioritised People Management’s online presence to make it a go-to destination for HR professionals.

Results

The most recent reader survey recorded rises for the fifth consecutive year in the number of readers who took action as a result of an article, and the proportion who believe People Management to be authoritative (88%), accessible (87%) and insightful (89%). The revenue raised from content marketing activity on behalf of our clients has more than doubled in two years.

88%

Of readers believe People Management to be authoritative

87%

Of readers believe People Management to be accessible

89%

Of readers believe People Management to be insightful

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