Use McKinsey’s 100th anniversary to proudly share how the firm has evolved, helping its clients from strategy through to execution, always enabled by technology, and to celebrate the brilliant moves its clients make.
The strategy was to flip convention in the B2B marketing industry, rather than focusing on answers, the campaign asked a bold question - “What’s your next brilliant move?”. That question was a provocation to leaders to think big about how they aspire to change their organizations and make the bold moves necessary to turn it into reality. Rather than focus on itself and its capabilities, McKinsey’s campaign showcased inspiring examples of brilliant moves in action – from case studies and interviews to emotion-led storytelling and live events, the campaign played out across channels and countries.
The primary goal of the campaign was to shift perception across key attributes where the firm had evolved significantly, but external reputation had lagged. Across these priority areas, including technology leadership, ability to partner end-to-end with clients, and broader societal impact, a Nielsen cross-channel study demonstrated meaningful and statistically significant lifts, with gains in the range of 15 to 20 percentage points.
Beyond perception change, the campaign also achieved substantial scale and engagement among senior decision-makers globally. It reached more than 2.5 million senior leaders, the majority of whom were new to the firm’s audience. It drove a significant increase in organic followership, signaling sustained interest beyond the initial campaign window.
