Case Study – Mercer

In 2025, Mercer was preparing to launch its flagship Global Talent Trends 2026 report, a major piece of global thought leadership shaping conversations among CHROs, business leaders and investors worldwide.

The report tackled a defining question for modern organizations:
How do you turn AI investment into real business value by solving the human–machine equation?

Built on research from nearly 12,000 executives, HR leaders, employees and investors, the study contained powerful insight, but insight alone is not impact.

Mercer needed a clear, compelling narrative that would:

• Translate complex research into a strategic, executive-ready story

• Align senior stakeholders around a unified voice

• Position the report as a must-read for decision-makers

• Drive engagement ahead of and beyond launch

This wasn’t simply a writing project. It was about shaping the intellectual spine of a global campaign.

We partnered closely with Mercer’s senior leadership to transform research into a cohesive, high-impact narrative, and build the ecosystem of content around it.

Interpreting the insight

We worked directly with four senior partners to interpret the data and extract the strategic throughline: exponential performance requires intentional human–machine collaboration , not AI layered onto legacy work models.

Our role was to:

• Distill complex findings into clear executive messages

• Sharpen the positioning around work redesign, workforce intelligence and value exchange

• Ensure alignment between data, narrative and business relevance

Shaping the core report narrative

We partnered on the development and refinement of the full report copy, ensuring the themes were commercially sharp, forward-looking and actionable.

The result was a narrative grounded in data, but designed to provoke leadership action.

Copy for the launch platform

Beyond the report itself, we developed:

• Landing page copy aligned to the strategic positioning

• Supporting blog content to deepen key themes

• Social media content for local markets to drive awareness and engagement

• Key message frameworks for client-facing teams to activate consistently across regions

Davos summary edition

To support release at the World Economic Forum in Davos, we created a concise summary version of the report, distilling the most urgent insights into an executive-ready format tailored for high-level audiences.

Ongoing partnership

The launch marks the beginning, not the end. Throughout 2026, we will continue collaborating with Mercer on the development of sub-reports exploring each of the four trends in greater depth, extending the lifecycle and impact of the research.

• A unified narrative for Mercer’s flagship global research

• Clear articulation of the “human–machine equation” as a defining business challenge

• Strong early engagement, with nearly 900 pre-registrations ahead of launch

• A scalable content framework enabling global activation and ongoing thought leadership throughout 2026

By bridging insight and execution, we helped ensure Global Talent Trends 2026 launched not just as a research report, but as a leadership platform.