INVESTORS IN PEOPLE
The Broken Ladder Report Project – Design and activation of key industry report addressing the aspirations of Gen Z in the workplace
Sector Expertise
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11
top tier media placements
200,000+
media reach
60+
DA
40+
page report
We selected AMBITIOUS for their multi-functional offering and overall alignment with our brand and delivering a fantastic whitepaper that is still resonating with our audience and proving to be a great tool for our sales channels.
Rob Camp
Brand Manager, Investors in People
Developed, designed and pitched a strategic industry whitepaper that positioned Investor in People as a leading thought leader, securing top-tier HR and business media coverage and serving as the centrepiece of their presence at the CIPD Festival of Work.
Investors in People (IIP) engaged AMBITIOUS with a strategic brief to elevate their position within the industry as a recognised thought leader. Their objective was to produce a compelling whitepaper that would not only showcase their expertise and insights into workplace culture and performance, but also spark meaningful conversations across the business community.
To achieve this, IIP sought a multi-disciplinary agency partner capable of delivering both creative execution, design, and media relations. They required a team that could manage the end-to-end design development of a long-form whitepaper, while simultaneously planning and activating a targeted PR campaign to secure high-quality media coverage.
AMBITIOUS was selected for its design capability and media relations expertise. The collaboration aimed to ensure the whitepaper would resonate with key audiences, drive engagement across multiple channels, and reinforce IIP’s reputation as a forward-thinking authority on people management and organisational development.
INSIGHT
Investors in People is the international standard for people management, defining what it takes to lead, support and manage people effectively to achieve sustainable results. Established in 1991, Investors in People has supported over 50,000 organisations of all sizes and sectors to help them improve their performance through their people. Operating in 101 countries, Investors in People has made work better for 12 million people worldwide.
Investors in People approached AMBITIOUS to design and activate an industry white paper with the aim of positioning the organisation as a thought leader.
They were searching for a multi-skilled agency who could both execute the design of a long-form whitepaper report, as well as plan and carry out a PR campaign to generate top-tier media coverage.
The primary audiences for the paper were:
- CHROs
- C-Suite
- Middle Managers
- HR Directors
IDEAS
Coined ‘The Broken Ladder’, the report was based on YouGov nationwide research capturing the attitudes of employers and employees towards moving into middle management.
The report revealed some valuable insight:
- 52% of the UK workforce don’t see management as an aspirational career path, and even actively avoid it.
- 32% saw management as inspirational and aspirational, 40% saw management as necessary but unappealing, and 12% viewed it as overwhelming and undesirable, actively avoiding leadership responsibilities.
These top-line stats were used as a basis to tell the story of Gen Z’s career journey through design and media relations.
For the design of the whitepaper, AMBITIOUS was tasked with creating a brand-new look and feel, setting this report apart from previous Investors in People content to ensure it felt both fresh and innovative, while remaining true to the organisation’s core brand. To achieve this, several distinct creative directions were developed and presented, with the final chosen style representing a blend of two standout concepts.
The design journey included productive collaboration and discussion around the cover and title, resulting in a solution that satisfied all stakeholders. The finished report came in at over 40 pages and featured newly-designed characters, ways of displaying core statistics, and a thoughtfully crafted layout to make the insights easy to digest and engaging for all audiences.
AMBITIOUS designed and executed a PR campaign to take the report to market. Using insight from the research, we created a story for media which would bring new insight around attitudes to moving into middle management – insight which would be of value and interest to target audiences.
By utilising the Investors in People network of industry experts and case studies, the report offered a robust and comprehensive look across sectors, seniorities, and business profile.
IMPACT
As part of the campaign, the report was printed and used as the main collateral for the Investors in People stand at the CIPD Festival of Work event at ExCeL London. The report’s creative direction guided the overall look and feel of the exhibition stand, ensuring visual consistency and strong brand presence. Attendees could also access a digital version of the report by scanning QR codes displayed throughout the stand.
Through earned media relations, AMBITIOUS generated top tier media coverage across 11 target titles including a three-page HR Magazine print and online feature, HR News, People Management, and HR Director. This coverage directed audiences to the report and also served to position Investors in People as a thought leader in this space.
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