Building brand salience with new and existing audiences, executed in print (The Times), paid social and across Raconteur digital channels and platforms.
You are an imposter.
Our research revealed that new business leaders would often talk of suffering from imposter syndrome when taking the step up into a director or c-suite role. They described feeling exposed by not having the knowledge, experience or subject-matter expertise to make the critical decisions the business demanded of them.
Because of the complexity of today’s business world, senior leaders are expected to know more about more than ever before, but they simply don’t have this knowledge.
We turned imposter syndrome from irrational anxiety to rational phenomenon that Raconteur had a practical solution for.
We put this idea at the heart of the creative, addressing the audience with the simple but confronting ‘Hey Imposter’.
The creative flexed across three print, social and digital executions, with each ad highlighting a visceral aspect of feeling like an imposter - feeling exposed, out of place or as if you’re pretending.
The provocation is followed by a poignant yet empathetic copy that explains how a less siloed approach and understanding of the interconnectedness of modern business can conquer the imposter and enable them to become true modern business leaders.
The campaign was designed to build brand salience with new and existing audiences so was executed in print (The Times), paid social and across Raconteur digital channels and platforms.
“Without the involvement of alan., I think we’d have landed on a safe, run-of-the-mill branding campaign. The team certainly pushed us to establish our boundaries and work right at the edge of them. The process of being challenged and stretched outside of our normal comfort zone was both refreshing and rewarding. We’re delighted with the end result.” - Will Brookes, CEO at Raconteur.