Institute of Directors Malta

These ads were first seen in the local business press for the IoD Malta’s Corporate Governance series in 2008. The communication objective was to appeal to the reader’s intelligence and gain his active involvement in the advertising message by making a booking to attend this management workshop series. To move away from using a stereotypical information-only delivery used by the local communication industry for such an event, the concept sought to engage the reader in selling the issues of directors’ liabilities reinforced by a beautifully crafted, low-key layout, reflecting the serious tone of the sponsor, the message and its target audience. The copy and the concept, too, delivered on a one-to-one dialogue with the reader at a level of intelligent engagement not normally found in this market. By bringing a management issue into the advertising, Ogilvy had, at last, established a definite brand image for the IoD that had not been seen before in this management services category in the national press.