IMD & Tharawat Magazine Content Partnership and Rich Advertisements

IMD & Tharawat Magazine Content Partnership and Rich Advertisements

The Client

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.

The Challenge

IMD needed a simple yet targeted solution to promote its family business programs. Finding solutions that delivered advertising to whom IMD programming applies was critical.

Our Solution

OTM designed a series of rich advertisements to live within two Tharawat Magazine Collections, which were sponsored by IMD.

Tharawat Magazine, OTM’s publishing brand dedicated to amplifying the voices of family business globally, represents the ideal advertising platform for IMD, as the family business members and entrepreneurs that make up much of the magazine’s readership are potential candidates for IMD’s educational programming.

In addition to the rich ad placements in Tharawat Magazine articles, OTM’s solution also included sponsored content — an editorial by one of IMD’s professors — as well as newsletter and social media advertising.

The Impact

  • IMD reached over 150’000 Tharawat Magazine readers in more than 30 countries, many of whom are family business members and entrepreneurs directly interested in IMD programming.
  • IMD’s association with Tharawat Magazine through their sponsorship of two collections — Indigenous Family Businesses and Longevity — strengthened their positioning as an educational partner that prioritises social justice issues and shares values with family businesses.

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