McKinsey: The New Equation

McKinsey is bringing a new approach to Private Equity to market. The firm has historically limited their involvement to advising private equity firms. With returns diminishing across the industry however, they see an opportunity to reverse this trend by engaging their transformation practice at the portfolio-company level to turn these companies into more profitable investments.

McKinsey The New Equation hero: a wall display in blue with the formula Private Equity x Transformation = Greater Value and glowing blue cubes

Our Solution

The New Equation campaign is built to communicate a pioneering approach combining Private Equity expertise with Transformation know how. It’s a highly scaleable concept that allows McKinsey to create an infinite number of formulas to represent their many solutions.

The foundation of this campaign is a thought leadership piece outlining five key moves private equity leaders must take today to succeed. Each move neatly translates into an equation, and we mined many insights from the article for bite-sized campaign content.

The campaign is designed to drive pipeline and directs all content to a landing page optimized for conversion. For example, a user might interact with a piece of content on LinkedIn, follow it through to the thought leadership piece, and book a consultation on the landing page.

McKinsey The New Equation copy layout on a blue background explaining the Private Equity x Transformation = Greater Value formula
McKinsey Chief Transformation Officer 'Hiring, Onboarding & Ramp Up' infographic with a rising stack of purple and blue panels on a timeline
Tablet on a deep blue background showing the McKinsey report cover Operations Transformation + Grounded Execution = Value
McKinsey New Equation conference badge on a blue lanyard, reading Jon Gordon, Managing Director
McKinsey New Equation report spread: Ambition x Execution = New Alpha, with a large x2 graphic and a city skyline
McKinsey report spread headed Force Multiplier: The Chief Transformation Officer, with a portrait of an executive beside a large CXO monogram
McKinsey report spread 'A More Demanding Era for Private Capital' with a large 6% falling-returns graphic and a 6.5-year holding-period stat

What We Did

Creative Direction · Design Systems