Kyndryl is a technology services company that design, build, manage and modernise mission-critical technology systems that the world depends on every day. As a newly launched brand, it was important to raise awareness and give the brand a unique voice.

What matters most to Kyndryl are its people and the outcomes – big and small – they deliver for customers every day. Behind every engagement, there’s a team of professionals who are co-creating with customers.

The challenge is to build, elevate and strengthen Kyndryl’s reputation – spotlight Kyndryl as leaders in propagating a human-centred approach to innovation and progress in technology.

Our objective was to create brand awareness, build an emotional connection between Kyndryl and the audience and capture the attention of global influencers and business leaders through thought-leading content.

Taking inspiration from Kyndryl’s brand values of putting its people at the centre of all it does, our content strategy was anchored in bringing this to life in an authentic and engaging way.

Economist Impact and Kyndryl launched – Profiles of Progress –  a forward looking thought leadership program around the theme of progress, people-first innovation and more specifically, how Kyndryl and its valued clients are driving positive change. The approach was multi-faceted:

1)      Building an emotional connection through personal, inspired storytelling

We profiled 60+ influential business leaders globally, exploring what progress meant to each of these people across industries and regions. This content series of written articles provided proof points of Kyndryl’s people-first approach, by deepening the connection between the audience and Kyndryl, through people focused storytelling featuring employees and clients.

2)      Adding credibility through primary research and analysis by Economist Impact

The branded series was supported by primary research and analysis by Economist Impact. A survey of 350 corporate leaders across eight different markets in Asia-Pacific was conducted to better understand how companies are rethinking what it means to recover sustainably through the lens of three key areas: talent, technology and the sustainability agenda. The results of which were explored through a 3-part article series.

3)      Custom content hub supported by a targeted amplification strategy

The profile series, complimented by our primary research analysis, were published together on a dedicated content hub. The content featured a mix of audio, written, video and illustrations providing an engaging mix to keep readers engaged throughout the journey.