Odgers Berndtson Gives Canada’s Most Promising Young Leaders the Mentoring Opportunity of a Lifetime
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CHALLENGE
Profile the benefits of executive search firm Odgers Berndtson’s CEO x 1 Day mentorship program, a global initiative designed to give students the opportunity to walk in the shoes of senior executives. While CEO x 1 Day provides promising future leaders with a unique opportunity to experience leadership in action, it also gives Odgers tremendous insight into how executive leadership and the C-Suite is evolving, enabling them to better advise organizations.

SOLUTION
To shed light the professional priorities of both students and CEOs, Broad Reach executed a national media relations campaign with a focus on four of Canada’s major business centres: Toronto, Calgary, Vancouver and Ottawa. By developing a press release highlighting the initiative’s prestige and parameters, and coordinating interviews with Odgers Berndtson Partner and spokesperson, Rob Quinn, Broad Reach was able to profile participating organizations and students nationally to provide various perspectives on the program. The 360-degree insight gave media much-desired commentary that would allow them to share a robust overview of the overall experience with Odgers’ target audiences.

IMPACT
Millennials have a unique perspective of what they expect from today’s leadership, and the CEO x 1 Day program proved instrumental in bridging the existing generational gap. Articles secured in The Financial Post, Yahoo! and Business in Vancouver, as well as a segment on CBC’s The Exchange, resulted in over 14.5 million earned media impressions, and the exclusive program, which positioned Odgers Berndtson as a champion of professional mentorship, and offered unforgettable learning experiences for both students and participating CEOs. In addition to being invaluable for young leaders, this rare opportunity gave CEOs a direct sightline into the considerations they should make to attract the next generation of talent, and provided some with fresh business ideas they were able to implement at their companies.