McKinsey & Company builds credibility through a custom publication.

BUSINESS CHALLENGE

To expand McKinsey & Company's management consulting practice to encompass e-commerce, and to establish credibility among an Internet-savvy target audience of prospective partners and clients, as well as internal consultants and industry influencers

TENDO PROGRAM

To put McKinsey's name and expertise front-and-center for existing clients, prospects, potential recruits, industry influencers, and internal consultants, Tendo created a print publication called Velocity, which focused on actionable solutions to e-commerce business problems. Tendo's role and responsibilities included:

• Strategy: Editorial concept development and audience assessment
• Design: Publication design, template creation, image selection, and type treatment
• Editorial: Strategic editorial direction, lineup development, writing, editing, and client review management
• Production: Printer selection, file preparation, color proof review, print quality assurance, and distribution and fulfillment

RESULTS

The issues of Velocity that Tendo conceived and produced:

• Successfully raised awareness of McKinsey's strength in e-commerce management consulting
• Highlighted research conducted by McKinsey, including a unique performance index for e-commerce companies
• Provided readers with the information and direction needed to assess and implement effective and measurable e-commerce solutions