Investors in People promotes new standard

Ogilvy & Mather has created a press and poster campaign for Investors in People, the nationwide initiative aimed at developing human resources in business.

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

competitive edge.



The five executions each represent a common business problem, such as

staff motivation, using a simple graphic indicating danger or

caution.



The ads ask if businesses are able to cope with the problem

represented.



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

standard.’



The campaign was written by Mick French and art directed by Paul

Burch.



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.’



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