IWG: Defining hybrid working

IWG, a workspace network, launched a global campaign to promote the merits of hybrid working, and win the share of voice battle in media coverage.

The Assignment Challenge

Hybrid working was a concept that until this year did not exist. Today, thanks to the work of ENGINE MHP client IWG - and its pioneering leader Mark Dixon - it is a globally celebrated way of working. IWG hired ENGINE | MHP to promote the merits of the hybrid model of working - where workers split time between home, the corporate HQ and a location near home, such as a local coworking or flexible space. The campaign needed to ensure IWG owned the conversation on hybrid working across all major EMEA markets. That meant developing a...

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