Never Just Tech

Over the past century, McKinsey has been helping clients with their most important opportunities; work that has forged our reputation as the leading strategic consultancy. While we’re known for our strategy work, many clients and potential clients don’t yet know that we do much more, including helping clients turn technology into real value across their organizations, which today accounts for more than 50% of the work we do.
Last year we launched the industry playbook for tech transformation, through our book “Rewired”, which details the holistic approach needed to capture value from tech. It’s rooted in the fact that ~70% of tech investments don’t provide a return because too much emphasis is put on tech alone. Our perspective is that to succeed beyond the hype, tech transformation requires a holistic approach – involving not just world-leading tech, but also bold strategy, the right operating models, and new talent, capabilities, and culture.
The job of this campaign was to translate the Rewired framework into a breakthrough marketing effort that shared our value proposition on helping clients with their technology priorities, shifted perception of McKinsey’s capabilities, and ultimately enabled growth for the firm and our clients.
To succeed, we knew we needed a top-line that broke through the crowded tech marketing landscape, and ‘stopped the scroll’ for our audiences.
We found that disruptive line in the simple but powerful: ‘Never Just Tech’.
This concept may appear counter-intuitive for a campaign about technology, but it speaks to our unique approach to helping clients capture value through technology, which combines great tech capabilities and tools, with strategic thinking and organizational change needed to transform it into real value. It became the top-line that brought together a year-long integrated campaign involving hundreds of colleagues and activations and set a new standard for marketing at McKinsey.