Latest campaigns and real thought leadership examples: Spring 2024

Explore our latest collection of pioneering thought leadership campaigns, where dynamic storytelling meets strategic and intelligent insight. This showcase, brought to life by some of the most recognisable brands in thought leadership, covers critical business themes such as the energy transition, AI and the future of transportation.

Each campaign stands out for its creative approach to shedding new light on these sought-after topics, with story-first assets spanning compelling editorial, comprehensive in-depth reports, and engaging audio and video content – all crafted to not only inform audiences, but to inspire action and create positive brand associations.

Dive into our biggest thought leadership launches last quarter:

Thought leadership examples and campaigns

Closing the AI Trust Gap
Workday

In 2023, FT Longitude and Workday conducted a survey of over 1,300 business leaders and 4,000 employees worldwide to power their flagship report on artificial intelligence and machine learning. Building on the same data, the new programme focuses on closing the trust gap in the implementation of AI.

This extensive report discusses the need for regulation, addresses AI incidents, and explores automation’s role in transformation. The survey found that there is still a lack of trust in AI, especially among employees. This could be fuelled by the clear uncertainty about the business approach to AI implementation and governance.

ACTIVATION: The findings build on an earlier report on AI, and help form a real bedrock of expert insight on the burgeoning topic of AI and machine learning. The findings are also distilled into three key takeaways, an infographic and video all hosted on the landing page.

The Work We Want
World Employment Confederation

The World Employment Confederation’s The Work We Want campaign reveals significant findings from a global survey that maps current and future employment trends. By gathering insights from diverse stakeholders in various industries, the methodology ensures a rich, comprehensive dataset.

The findings advocate for a labour market that is more inclusive, secure, and professional, providing a snapshot of collective aspirations and challenges. The results can be used to shape policy proposals, aiming to influence global labour standards and enhance workplace environments.

ACTIVATION: The insights on the campaign page are presented in a visually engaging format with multimedia elements. The content includes infographics and interactive sections to illustrate survey findings and trends. There are videos featuring expert discussions, and downloadable resources like reports and summaries to provide in-depth information. The page incorporates responsive design elements to ensure accessibility across different devices, making it easy for users to navigate and engage with the material. It was also the highlight of the World Employment Conference held in Lisbon in April.

From vision to reality
AECOM

In what is billed as the ‘new high-speed rail playbook’, AECOM and FT Longitude have produced a first-of-its-kind report that provides a global view of best practice in high-speed rail. The report tackles the challenges of these mega-projects, key ingredients for success, and what the next generation and future of high-speed rail looks like.

Combining expert analysis and insight from FT Longitude’s research and editorial teams together with AECOM’s subject matter experts and other specialists from successful high-speed networks in Spain, California and the UK, AECOM makes a powerful case for accelerating high-speed rail development with tangible ideas and recommendations for the future.

ACTIVATION: The new high-speed rail playbook makes up an integral part of AECOM’s flagship thought leadership portfolio: The Future of Infrastructure. The campaign page presents insights through a variety of formats, including articles, expert interviews, interactive data visualisations, and case studies. These formats aim to provide a comprehensive and engaging user experience, offering deep dives into specific topics as well as broader overviews of key issues in infrastructure and energy transition.

Fuelling the green transition
Metals For Humanity

The latest report from Metals for Humanity and FT Longitude emphasises the importance of metals in sustainable development, and the worrying levels of underinvestment from institutional investors. The survey of 150 asset managers tries to pick apart why these financiers are reluctant to invest in the mining sector, and how that could change.

Industry experts such as the former Chief Executive of Anglo American and the CEO of Circe Invest contribute their unique insights, stressing the necessity of a responsible, pragmatic and future-focused approach to metals and mining.

ACTIVATION: The key findings report provides an in-depth read on the insights of the survey and expert editorial analysis of the findings. Combining key data points with detailed but accessible data visualisations alongside compelling pull-quotes from insightful contributors to the research, the story unfolds in a purposeful communication that’s crafted to inspire action.

The big contribution
M&G

Carefully structured portfolios containing private assets could make a ‘big contribution’ to investment returns, sustainability, diversification and member engagement, conclude M&G in their new report on how Defined Contribution (DC) pension schemes could help build a brighter future, for investors and the wider public.

The report is one of the most detailed analyses of the potential of reforming DC pension schemes to date, and incorporates the perspectives of industry leaders and case study spotlights to provide insights into how Defined Contribution pension schemes can benefit from integrating private assets into their investment strategies.

ACTIVATION: The interactive campaign page on M&G Investments is centred around the topic of ‘The Big Contribution’. The content is structured to be informative and accessible, aiming to educate institutional investors about the potential of private assets to enhance investment portfolios and secure financial futures. The page includes related insights, links to additional resources, and options to download detailed PDFs for deeper understanding.

For those eager to revisit the campaigns of the previous quarter, simply click here.

If you’d like more information on any of the campaigns featured, please get in touch — we’d be delighted to tell you more about them and help find ways you too can innovate with your next campaign.