Increasing graduate applications to Millward Brown by 46%

Millward Brown was a global market research and brand consultancy.

Millward Brown wanted a new creative HR campaign that strengthened its employee value proposition (EVP), set it apart from competitors and attracted the very best candidates.

The focus was on graduates, presenting Millward Brown as a leading place to work for personal development and progression, while also reminding existing staff of the benefits of working there. The creative needed to express its core EVP: 'brave and resourceful'.

We were commissioned to design and produce the graduate recruitment programme.

Working closely with Millward Brown, we got to know the audience, their pain points, needs and biases. That insight shaped the creative brief and led to a more focused solution.

The result was a fresh, distinctive and engaging campaign, 'What are you made of?', that worked consistently across online and offline materials.

We produced roller banners, event materials, folders, an application form, posters, a performance toolkit and a wiro-bound graduate pack, all built on the same dynamic creative concept.

A tactical series of online and offline ads ran in the national press, the Prospects directory, university publications and relevant industry magazines, driving traffic to the website and building awareness of the graduate programme.

The campaign increased awareness of and engagement with the graduate programme. Millward Brown received a large pool of talented candidates who fitted its criteria.