A campaign to launch Adecco’s latest thought leadership report, Humans vs Robots, explored the potential impact of AI on the workplace.


Octopus Group was approached by Adecco, as part of our ongoing relationship, to help with the launch of its latest thought leadership research report, Humans vs Robots. As well as support with the creation of the research questionnaire, the team analysed the resulting data, developed the core media angles and devised the media strategy. Given the level of pre-existing media commentary about technology in the workplace, the biggest challenge was ensuring our media angles brought value to the conversation.


Our media strategy involved drip-feeding the news through a series of press releases on the key themes of the research. Over the course of a few months, we maintained a consistent drum beat of coverage based on these releases. We also used the research to comment on breaking news stories and write bylines.


The campaign resulted in more than 160 pieces of coverage during the time period, including pieces in City AM, Huffington Post, Information Age and The Global Recruiter.

The two tribes of marketing Adecco brand to sales media strategy
The two tribes of marketing Adecco brand to sales media strategy
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