A World of Opportunity

Guy Carpenter set out to attract talent from the commuter corridors feeding London and strengthen its employer brand. The four-week recruitment campaign ran across rail stations in Witham, Ipswich, Colchester, and Chelmsford, chosen for their concentration of corporate commuters and high footfall.

The creative put people first, featuring real Guy Carpenter colleagues to show what working at the firm is like. It combined large-format rail billboards, targeted digital advertising, and coordinated social media placements, keeping the firm visible throughout the commute.

As Creative Director, I led the photography and established its visual style, organizing a shoot at Guy Carpenter’s London office with an outside photographer. I worked with a regional marketing leader to select the locations within the office for the shoot. With a designer on my team, I developed the campaign’s look and feel, and I partnered with the US marketing leader to shape and refine the messaging.