Ogilvy & Mather has created a press and poster campaign for
Investors in People, the nationwide initiative aimed at developing human
resources in business.
The campaign is timed to coincide with the unveiling, on 13 April of the
organisation’s improved standard.
Investors in People, which allows businesses to use its standard if they
meet certain requirements, has simplified the qualification criteria and
put more emphasis on learning and individual motivation.
The campaign targets employers in small businesses. It presents
Investors in People as a business tool that gives companies a
The five executions each represent a common business problem, such as
staff motivation, using a simple graphic indicating danger or
The ads ask if businesses are able to cope with the problem
Graham Hingley, the strategic information manager of Investors in
People, said: ’We are releasing a new version of the Investors in People
Standard, which has been refocused around business results and rewritten
in clear, simple English. The campaign captures the clarity of the new
standard in an eye-catching way. We expect it to reawaken interest in
Investors in People and to create excitement about the new
The campaign was written by Mick French and art directed by Paul
Media planning is through MindShare, press buying through MediaVest and
poster buying through Portland.
Stacey McRae, an account director at MindShare, said: ’This strategy
will convey novelty and encourage reappraisal of the standard. We moved
from a largely press-focused campaign to 48-sheet posters located in
areas with high exposure to businessmen.’