MPI approached Adcorp to help attract Policy Analysts in a competitive marketplace. They wanted to share their story and highlight the depth and variety of the roles.

A research-led approach

Adcorp conducted interviews with Policy Analysts which provided insights that enabled Adcorp to develop a research-based strategy for the campaign. The research was used to shape the content and creative strategy.

A concept was developed of a ‘real time’ news website where visitors could see a range of typical activities Policy Analysts were engaged with. Over 15 stories were created in blog form from across New Zealand.


The campaign delivered substantial brand awareness; Policy Analyst roles were filled and a talent pool of Junior Policy Analysts was created for future roles.