2021

McKinsey for Kids

Entrant

McKinsey Global Publishing

Category

Branded Content - How-To Guide

Client's Name

Country / Region

United States

In October, McKinsey published McKinsey for Kids—a new experience with lots of interactive elements aimed at a new audience (children, but also their parents and many adults have written saying how helpful it was to them), with original illustrations created by our head of data-visualization, Rich Johnson (formerly of the Washington Post). The goal was to explain, in terms relatable to a 12-year-old, what consultants actually do.