The Ambition

Indeed has struggled with the challenge of sacrificing global consistency for local relevance. They didn’t just want a new platform. They wanted a totally new marketing and production approach that could give them the best of both worlds.

The Unlock

We started with a simple, universal insight: the world over, people are looking for - and deserve - better work. But what that ‘work’ looks like can be fundamentally different from one country to the next. So, we created a global platform, executional approach, and line - The World Can Work Better - beneath which we developed bespoke but consistent executions for all key markets.

Under a central strategic and creative leadership team, we drew upon creatives from Indeed’s key markets to create a suite of consistent executions that built the global idea while singing locally. And we produced all of this in parallel, using two production hubs and a rigorous shoot plan that allowed us to capture everything we need efficiently and consistently.

Wins

While detailed results are confidential, the campaign has created hundreds of thousands of incremental job search ‘Account Creates’ .

These conversions has proved 145% more efficient than past brand campaigns and 86% more efficient even than past brandformance campaigns.

Just as importantly, all markets and marketing functions are now united beneath a single idea and strategic approach.

Greatest account creation-driving brand work since 2022

(202 conversions per 1M impressions)

Lifts in brand perceptions such as “Original,” “Societal Commitment”

One of Adweek’s game-winning ads on the TelevisaUnivision Super Bowl broadcast.

The 2023 global brand campaign introduced our new purpose-led platform: The World Can Work Better. It aimed to inspire belief in "better work for all" in seekers and employers of all kinds, telling the story of how people are defining and finding their own versions of better work with help from Indeed. Our unique edge lies in recognizing that PEOPLE drive progress, and we actively FUEL that progress. We're not just believers; we're dedicated to accelerating and scaling the better work movement.