Case study · B2B · Film · Campaign · 2025
Business Reporter
B2B thought leadership that earned the room
- Year
- 2025
- Discipline
- B2B brand & editorial
- Role
- Program lead, editorial direction, creative oversight
B2B staffing buyers do not respond to advertising. They respond to being right — and to brands that make them look informed in front of their own leadership.
I led the Business Reporter programme end to end: the editorial argument, the on-camera executive narrative, and the display campaign that carried it. The piece was syndicated into the Business Reporter hubs on The Independent, Fortune and Bloomberg, and drew 89,542 content views with readers spending 1:31 on page against a 1:06 target.
The supporting newsletter went to a database of 126,763 and clicked at 4.24% — more than double the 2% target — at a 10.77% open rate.
The positioning
Not a staffing agency with software. A technology company that happens to staff.
Results
- Content views
- 89,542
- Newsletter click rate
- 4.24%2.1× the 2% target
- Average time on page
- 1:31Target was 1:06
- National mastheads syndicated
- 3
Measured
Launched 3 February 2025 · reported April 2025
- Views via the Fortune hub
- 27,191
- Views via the Bloomberg hub
- 26,088
- Views via The Independent hub
- 22,581
- Views on Business Reporter owned media
- 13,682
- Newsletter open rate
- 10.77%126,763 database · target 10%
How it was built
Lead with the argument
The piece was built around how technology is transforming temporary staffing — a category-level case that happened to be best answered by our product, rather than a product claim dressed as an insight.
Executive voice, on camera
Thought leadership only works when a real person is accountable for the point of view. The video component put leadership on record, which is what makes a byline credible rather than ghostwritten.
Distribution is the strategy
Syndication across three national business mastheads did more than any media buy at that budget could have. Two thirds of the content views came from hubs we did not own.