Scheduler 2024

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Professional Services Masterclass: Beyond Thought Leadership: Reimagining McKinsey's 60-year-old publishing legacy

Mike Borruso  (Director, Audience Development & Innovation, McKinsey & Company)

Lucia Rahilly  (Global Editorial Director and Deputy Publisher, McKinsey & Company)

Location: Room 29CD

Date: Monday, October 21

Time: 9:00 am - 10:30 am

Pass Type: All Access, Main Conference Plus - Get your pass now!

Audience Level: Advanced

Conference Theme: B2B

Session Type: Industry Masterclass

Track: Workshops

Vault Recording: TBD

Audience Level: Advanced

Industry Masterclass: Professional Services

This year marks the 60th anniversary of The McKinsey Quarterly, McKinsey's award-winning flagship publication and the journal that essentially created the genre "thought leadership." But while the tradition of distinctive publishing at McKinsey has been lengthy and strong, in an era of serial disruption, it's no longer enough. This industry masterclass will walk you through how a multi-year focus on audience development and innovation weaved a successful content-marketing mindset into the fabric of a well-established insights-development shop—resulting in 60% audience growth in the post-COVID era alone. Lucia Rahilly (Global Editorial Director and Deputy Publisher) and Mike Borruso (Director, Audience Development & Innovation) will lead the workshop.

Takeaway

  • How to optimize promotions across all available channels (email, search, app, social), make data-driven decisions, and navigate changes outside your control
  • Why high-quality insights are just table stakes, and experimenting with new storytelling formats and innovative packaging/promotions is crucial to audience engagement
  • What's next in professional-services publishing