PwC UK Annual 26th Cheaf Executive Officers Survey

Location

United Kingdom

Type

Campaigns

Launched

February 2023

Client

PwC Campaigns

Creative lead

Laurie-Ann Ward

Design leads

Fudzhay Saidov

Overview

CEO Survey is an annual poll of business leaders conducted by PwC. The survey often reveals UK CEOs top concerns and challenges compared to CEOs across the globe. The main purpose of the UK study is to get CEOs of UK organisations, specifically our PCP and PB350 clients, X-industry and to develop stronger relationships with us through the use of relevant insights, positioning us as an authority on UK business by driving targeted engagement with our webpage and 1:1 interview series, and providing a bespoke experience for our PCP clients.

Design Delivery

I was the lead designer in this project. I had the crucial role of laying out the creative fundamentals for this year's campaign. With the support of the Creative lead, I did manage to push boundaries and provide unique creative solutions. Building a good relationship with all the stakeholders involved was also key for this project. I believe I managed to use straightforward communications, in a structured way, when influencing and connecting with the stakeholders (especially when suggesting concepts that haven’t been explored before). As I was part of last year's campaign as well, I drew on past experiences and lessons learnt to manage risk and drive higher quality outcomes. Working under very tight deadlines I managed to demonstrate critical thinking and the inability to bring order to unstructured problems, and provide the best creative solutions.

Design Challenge

Acted as the lead designer for the first stages on the campaign
Using creative guidelines provided by the brand team, I managed to develop a unique look and feel which reflected the UK audience
Helped developing the core look and feel of the campaign
Delivered a number of digital assets such as social media assets (paid and organic), landing pages, web assets, display banners etc.
Suggested using video format on web assets and social (something never attended before for this campaign)

Design Challenge

Acted as the lead designer for the first stages on the campaign
Using creative guidelines provided by the brand team, I managed to develop a unique look and feel which reflected the UK audience
Helped developing the core look and feel of the campaign
Delivered a number of digital assets such as social media assets (paid and organic), landing pages, web assets, display banners etc.
Suggested using video format on web assets and social (something never attended before for this campaign)

Results

807 million total reach for press coverage (Up from 100m in 2022)
12,931 main landing page visits (Up 32% vs 2022)
2,288 Interview LP visits (Top performing interview is Channel 4)
6 million impressions for display ads (top publishers being Sky News, Euro News, The Telegraph)
658k video views on paid media
On of the most successful CEO Survey campaigns we’ve had so far

Hero colours

Identifier device

Framing the beneficiaries of change / transformation.

Messaging approach

Primary campaign messaging:

26th Annual CEO Survey

Photography

The photography direction embraces "The New Equation" ideology, blending human leadership with technology to engage C-suite individuals across various sectors. By combining creative expertise with cutting-edge tools like high-resolution imaging and AR/VR, it tells compelling stories tailored to each industry's interests. Collaborating with experts ensures the visuals convey insights aligning with industry values, showcasing both tech innovation and human ingenuity.

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Video

To enhance audience engagement, we integrated dynamic visuals into our social media posts, website headers, and display advertisements. The careful selection of imagery throughout the campaign was pivotal, ensuring a prominent display of technology while also reflecting human intuition across various industries pertinent to CEO perspectives.

The UK interpretation

Each year the Global brand team provides a toolkit for the CEO Survey to encourage a global consistent approach to how we communicate to our audience. For 2023, the introduction of transparencies created an opportunity for the Creative and Visual Design team to explore how to build a layered effect with our pixels.

Integrated strategy

Our social media strategy aimed to bolster our reputation as a leading authority on UK business, foster client relationships by sharing pertinent insights, and reinforce our brand position, "The New Equation." Through this activation, we aimed to emphasize our commitment to technology while supporting our overall brand positioning.

Consider the landing page

For the 2023 survey the content team designed questions that explored CEO attitudes towards the skills of their people and their need for technology to address the challenges they face. This gave us a powerful means to inform a highly-engaged audience about the relevance of our approach which was curated into a long-form report which was hosted on pwc.co.uk.

The Creative and Visual Design team, collaborating with the Brand team worked to develop a engaging landing page, considering how the statistics and quotes were displayed to ensure the UX was considered and that the information was accessible and digestible.