With 80-plus offices in more than 40 countries, the 90-year-old Hill & Knowlton Strategies has longstanding relationships with some of the world’s biggest brands. Its client list includes Adidas, Ford, GSK, HSBC and Procter & Gamble and it has more than 1000 employees across the EMEA region.
Its work really stood out in 2018 – among its most notable campaigns was one for Adidas during the 2018 Fifa World Cup. The agency created an image – a portrait of Adidas-sponsored, Argentina and Barcelona player Leo Messi – as the greatest of all time (G.O.A.T) published on Adidas’ social channels. The emotions it provoked ranged from shock and hysteria to adoration. It generated 1.3 million likes, 10,000 comments and 16,000 mentions across Adidas’ channels and an estimated $8m earned-media value was generated. H&K claims that this is the most of any Fifa sponsor and more than twice the next highest brand.
H&K also put in a solid new-business performance across the EMEA region, according to its most recent figures. It claims a 79% conversion rate; that 20 markets have grown by more than 5%; that the number of markets with double-digit margin grew by a quarter; and that it had a 30% profit increase.
Among the agency’s tools, which particularly impressed the judges, is the business strategy Better Impact, which encourages businesses and brands to make a more positive impact on people and the planet and is framed around the United Nations’ Sustainable Development Goals.
H&K Smarter, meanwhile, is a behavioural insights and strategies tool; Sherlock is its proprietary influencer and content mapping model; Flight School simulates social-media and media reaction to
a crisis in real time; and Made to Measure, uses data and insights to transform measurement strategies.
H&K recognises that its clients buy its people, and it has a high staff-retention rate across the EMEA region. It also shows a commitment to diversity; in 2018 it launched EQUALL, a programme to create a stronger and louder culture of equality and diversity in the agency. Initiatives under way include mentoring and sponsorship, and content and events to bring in expertise from outside the agency. It also launched the H&K Health Kick, a series of offers and activities to make it easier for employees to stick to pledges.
One judge commented: "[H&K is] smart to develop ownable platforms to upcharge, and [reported] impressive growth numbers at a time where, at least in my industry, much more work is being pulled in-house."