Showcase

The Brief
Watson Wyatt is a global consultancy focused on people and financial issues. The firm decided to launch a client magazine after research revealed that many clients had an incomplete understanding of the full range of its services.

The Challenge
To help achieve Internal bUY-in, the first Issue of the magazine was produced as a one-off special to support a client conference. That was a success, and the marketing team made the case for a thrice-yearly, 24-page magazine.

Editorial Response
The magazine Includes content from subject-specialist Journalists, such as regular contributors to the Financial Times, Personnel Today and Global Pensions. Watson Wyatt's strategic messages are weaved into a wide range of client-focused articles including interviews, research, surveys, best practice and a regular 'viewpoint' column highlighting senior Watson Wyatt consultants.

Results
Feedback on the magazine has been positive Bruce Wraight, European Head of Public Relations, attributes that to a determination to make the magazine a good, attractive read. "When deciding what to put In the magazine, It would be very easy to give In to the pressure to focus entirely on Watson Wyatt's abilities and serVices, but the emphasIs has to be on the readers and what they are Interested In."