BRAND POSITIONING AND BOOK LAUNCH

HEIDRICK AND STRUGGLES

The Challenge

Heidrick & Struggles, one of the world’s leading executive search firms, asked Gong to create a campaign to reposition and reinvigorate the CEO & Board Practice in the UK under its new leader in order to support the development of more board-level search work.

The Strategy

Gong helped devise and refine a plan to interview FTSE 100 CEOs by teaming up the practice leader with city journalist, Andrew Cave. Their fascinating interviews yielded material that was good enough to be published as a book. Gong ran the process to find the right publisher and the resulting book, Secrets of CEOs was trailed in the Telegraph pre-launch over a week.

The Outcome

Gong secured worldwide coverage for the book’s publication in the top broadcast and print media. The book topped Amazon UK’s Business and Finance list in its first week of publication and its author, who had engaged over 70 FTSE 100 CEOs in one-to-ones, was invited to present at a host of business events. The Board Practice won half a million pounds of new business as a direct result. This campaign was a finalist in the best B2B section of the PR Week awards and led to Gong being asked to launch Heidrick & Struggles’ new global alternative energy practice.