McKinsey & Co

Creating change that matters

As a global management consulting firm operating across 65 countries, McKinsey & Company believes it has an opportunity and a responsibility to use its knowledge and expertise to help address the world’s most pressing challenges.

Its maiden Social Responsibility Report makes a clear statement of its commitment to be a responsible business and living its ‘creating change that matters’ ethos. It shares stories of the things McKinsey are doing beyond its client work, to make a difference in its communities and for the planet.

The ‘digital first’ publication sat within the corporate website with summary narrative supported by a downloadable interactive PDF. To clearly align the content with the UN SDGs, content is split into four sections: People, Planet, Partnerships and Responsible practices, each full of stories and statistics that provide insight and context.

To drive accessibility in the online environment, we created a flexible screen structure. Interactive tabs and clear call-to-actions enable users to seamlessly navigate the PDF like a web page. Users can also read more via clear linkage and signposting to external content.

Beyond the publication, we developed a content ‘eco system’ which included an interactive scrolling highlights page, video snippets, social media assets, e-mail templates and related blog content. This enabled McKinsey to effectively promote the content and drive traffic to the publication, deliver key messages to different stakeholder groups, whilst continually promoting the report and extending its’ shelf life.

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