The brief

We were tasked with grabbing the attention of the business leaders of tomorrow, and driving applications to Henley Business School by securing coverage outside of the organisation’s typical media spaces.

We created a new brand positioning and tone of voice for Henley, designed to attract Millennial leaders who value career fulfilment more than money, allowing them to have conversations about enterprise, wellness and working lives.

What we did 

We used Henley Business School’s annual Royal Regatta media event to launch our white paper, with a panel of business leaders, chaired by Professor Green.

We amplified this with a bumper pack of Side Hustle Economy content, crafted for a cross-section of media, including definitive stats about the true value of the Side Hustle Economy, interview placements with Professor Green and headline speakers and tips for business leaders on how to embrace the trend.



The idea spoke directly to our Millennial audience who had abandoned the language traditionally used by Business Schools and thought of career ladders as antiquated concepts.


We partnered with Professor Green, a successful entrepreneur with a portfolio career, to explore the Side Hustle Economy and help Henley Business School establish itself as the experts on this growing trend.


We aligned with the values of our audience who was flexibility and have diverse business interests 


Launch delivered top tier business and lifestyle coverage including BBC News, BBC Radio 4, Sunday Times, City AM & Daily Mirror, Business Insider and Forbes, plus feature coverage in HR and enterprise titles.

The research has delivered a long-tail of coverage as the report continues to be referenced by news and business media, including BBC News Online and The Telegraph. Total coverage now stands at 150 articles.

The campaign produced an 80% increase in unique visitors to the site over the first three months, with one in six visitors clicking through to the post-grad application pages.