Eliminating the accidental manager 


Chartered Management Institute (CMI)


B2B Communications

Driving professionalism in management.

The Chartered Management Institute (CMI) appointed Good Relations to drive awareness and uptake of the newly launched Chartered Manager Degree Apprenticeship.

This aims to meet the requirements of a growing UK economy that will need one million new managers by 2020.

A campaign reaching 64% of all UK managers

We created a campaign that recognised three truths:

  1. There is no silver bullet to achieving management excellence, that’s why there are so many advisers out there.
  2. Poor management is frustrating but we tolerate it. We grumble about our line managers but few of us are professionally trained.
  3. That CMI, thanks to its Chartered status and accredited qualifications is the most trusted path to professionalism.

Together these three truths informed our cause – eliminate the accidental manager – driving professionalism in management across the UK to boost productivity, boosting coverage by 50% to reach 64% of all UK managers.

Since becoming the lead agency for CMI, we have doubled their coverage, we secured CMI executives their first appearances on ITV News, Sky and the Economist, as well as raising their presence across the Daily Telegraph, Daily Mail and the Times by a third, and halved the cost of reaching their audience of managers, employers and students.

Our work in crafting the right content to support the launch of CMI’s Chartered Manager Degree Apprenticeship delivered their most successful online campaign to date. Traditionally their engagement had lagged 18x behind their nearest
competitor ILM (The Institute of Leadership and Management). Our campaign launch reversed that figure.

This was a 

B2B communications

Project for Chartered Management Institute (CMI)

Learn more about B2B

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