IPSoft: The Future of Work

Building brand awareness with hard-hitting thought leadership.


IPsoft challenged us to significantly elevate its profile in the UK. In particular, the company wanted to raise awareness for the IPsoft brand among enterprises exploring the potential of AI.


We designed a hard-hitting thought leadership campaign that established IPsoft as a leading commentator in the wider debate on AI and its impact on the future of work. Developing a series of creative angles exploring how intelligent assistants will affect the biggest enterprise trends, and being first to react to relevant breaking stories, we targeted national, business and top tier trade media with exclusive interviews, contributed content and reactive commentary. IPsoft executives discussed topics including the AI industry post-Brexit, the four-day working week, the skills divide and the risk of job displacement.


In just the first six months, we secured briefings with a series of national titles including the Financial Times, BBC News, The Daily Telegraph and POLITICO, as well as with key trade media, such as Computer Weekly and ComputerWorld UK. In addition, we secured contributed articles and commentary on key issues in City A.M, the Evening Standard, the Financial Times and more. This resulted in a 33% increase in national and business coverage, from the preceding six months.