IWG Appoints MHP Mischief

MHP Mischief has been appointed to develop and lead the global communications strategy for IWG, the world’s leading flexible workspace provider with a portfolio of brands including Regus and Spaces, after a review of the company’s communications partners across markets.

IWG has been at the forefront of flexible working for more than 30 years after the business was founded by entrepreneur Mark Dixon. The company has made it possible for organisations and individuals everywhere to take a new approach to the traditional working day and MHP Mischief will focus on reinforcing IWG as a thought leader in the world of work.

The win brings together expertise from two of the firm’s practices – combining strategic communications advice from the Brand & Reputation team, and creative campaign flair from the Mischief team – developing attention-grabbing moments to build campaigns around the future of work.

It’s a pairing that’s proven to deliver – with the teams working closely on several other MHP Mischief clients, including Coca Cola and Tui, amongst others.

The team will implement the work in the UK, as well as operating as a hub agency for local markets. As IWG expands, the communications work will reveal how the company plans to offer flexible workspace in every village, town and city.

IWG is the global leader in flexible office space, owning brands including Spaces, Regus, Signature and HQ. The company’s 3,500 buildings in 120 countries are located in every major town, city and transport hub worldwide, providing offices for start-ups, global companies, and every business in-between. Last month IWG signed some of the biggest deals in its 31 year history including with Standard Chartered to provide its 95,000 employees with access to IWG’s centres as well as global membership deals with Staples and Cisco. The business is in 120 countries globally and is continually expanding its footprint with new openings in Honduras and Grand Cayman in 2020.

IWG is the latest in a series of new wins for the Brand and Reputation team, 18 months after its Corporate and Brand teams were brought together under the new leadership of Rachel Bower, Head of Brand & Reputation – with the practice winning a number of high-profile new clients including: Samsung, Global Roundtable for Sustainable Beef and the Publishers Association. The team has also secured new projects and extended remits for clients including South West Rail (SWR) and TalkTalk.

Simon Condon, IWG Group Head of Communications said:

“In the past twelve months, we’ve seen a dramatic shift in the way people are all working. The pandemic has accelerated a trend that’s been underway for several years, as organisations progressively move to a hybrid way of working.

MHP Mischief’s creativity really stood out during the pitch and I’m excited to partner with them to communicate around the future of work.”

Rachel Bower, Head of Brand and Reputation at MHP Mischief, said:

“At a time when everyone’s way of working has changed radically, we’re delighted to have been appointed to work with IWG, whose scale puts them at the forefront of the future of work.

Our brief is to use our insight-led approach to highlight IWG’s global expertise in the changing world of work and bring it to life with innovative thought-leading campaigns that will resonate across global markets.”