IMD — Content partnership with Tharawat Magazine

A series of commissioned articles and placements reaching IMD’s audience through Tharawat Magazine.

CLIENT

SECTOR

Executive Education

YEAR

2023

DELIVERABLES

Content Partnership

STORY

THE CHALLENGE

Founded 75 years ago, IMD is an independent academic institution with Swiss roots and global reach — a pioneering force in developing transformative leaders who make great contributions to society.

IMD needed a simple yet targeted solution to promote its family business programmes. Finding a solution that reached the audience IMD’s programme applies to was critical.

OUR APPROACH

The family business members and entrepreneurs who make up much of Tharawat Magazine’s readership are potential candidates for IMD’s educational programming.

We designed a series of rich placements to live within two Tharawat Magazine Collections, both sponsored by IMD.

Alongside the placements, the partnership included sponsored content in the form of an editorial by one of IMD’s professors, plus newsletter and social media placement.

Tharawat Magazine’s readers were potential candidates for IMD’s programmes.

THE OUTCOME

IMD reached more than 150,000 Tharawat Magazine readers in more than 30 countries, many of them family business members and entrepreneurs directly interested in IMD’s programming.

Its sponsorship of the two Collections — Indigenous Family Businesses and Longevity — strengthened IMD’s positioning as an educational partner that prioritises social justice issues and shares values with family businesses.