Winner: Ogilvy Public Relations Worldwide and Hudson Highland Group: The Hudson Employment Index: Creating The Leading Economic Indicator's Indicator
Hudson Highland Group (HHG), a global professional staffing, retained executive search, and human capital solutions provider, spun off from TMP/Monster Worldwide and the conglomeration of 67 previously independent business units in 2003. It originally retained Ogilvy PR Worldwide to help build a new brand in a crowded marketplace. In October 2004, HHG wanted to further its prominence in top-tier business media and leading dailies in key markets, as well as establish the company and its spokespeople as experts in economic and workplace issues.
Ogilvy conducted an analysis of the marketplace, from a customer and competitive perspective, as well as an in-depth review of the company's business model, product offerings, strengths and weaknesses, challenges and opportunities, and the HHG vision. The agency also conducted one-on-one interviews with HHG executives.
What was needed was a tool that would present the company's knowledge and insights as a regular feature on the media calendar. And so, Ogilvy developed the Hudson Employment Index.
To assure that the Index was significantly different from others, Ogilvy researched leading economic and job market indicators and studied how the media reacted to them. Research showed that the story of the American job market was not only gripping the gamut of global media outlets, but also directly affecting many American households.
Ogilvy established the Index as the only monthly measure of employee confidence toward the job market from the perspective of the US workforce. Each month it gets information from 9,000 phone interviews with employees nationwide.
To get proper media attention, the Index goes out to reporters, editors, and producers two days prior to the Bureau of Labor Statistics Employment Report, becoming an eagerly awaited aspect of the media's ongoing labor coverage.
Ogilvy also developed separate mid-month surveys to further support HHG's brand and help provide additional thought leadership and media outreach opportunities. It also developed a website to share data within the company and provide HHG executives with a communication tool for business development.
The Index has led to coverage in such outlets as BusinessWeek, The New York Times, The Washington Post, CNN, and CNBC. HHG has also experienced financial success with its stock valuation increasing from $10 in Q3 2004 to $25 in Q3 2005.
"Any time an organization can create a new measurement tool that changes the dynamic of a category, it deserves accolades," one judge noted. "This program did that."
Honorable Mention: Text 100 and Xerox Corporation: Xerox Uses Research to Shed the Copier Company Image
Xerox wanted to transcend its copier company image and establish its reputation and credibility as a document management, technology, and consulting services company. As part of its research, the PR team conducted focus groups with decision makers at small, medium, and large businesses in New York, Atlanta, the UK, and France. It also established a measurement system called Monitron, which tracked mentions of desired brand descriptors. To figure out how to best communicate the company's services-led story, the team also conducted a communications audit and a survey of press and analysts. Tactics included executive talk tracks, special events and tradeshows, and media interviews. Evaluation of messaging since the campaign shows positive changes in brand perceptions among external audiences.
Finalists:
Burson-Marsteller and Merrill Lynch
Global Private Client Merrill Lynch New Retirement Survey
MS&L and Procter & Gamble: Mr. Clean
Take Back Your Saturday Morning
Ogilvy Public Relations Worldwide and Hudson Highland Group
The Hudson Employment Index: Creating "The Leading Economic Indicator's Indicator"
Porter Novelli and Centers for Disease Control and Prevention
Learn the Signs. Act Early: Educating Parents and Doctors on the Warning Signs of Developmental Problems
Text 100 and Xerox Corporation
Xerox Uses Research, Measurement to Shed Copier Company Image
Sponsor:
Marina Maher Communications (MMC) builds brand relationships by establishing emotional connections between client brands and their female targets. MMC, a member of the Worldcom Public Relations Group, serves clients in packaged goods, healthcare, HBA, and food/nutrition.