Case Study: Authentic Leadership

Client: Bill George

PTA conducted a full boutique campaign for the former CEO of Medtronic on a book outlining his views on business ethics, personal integrity, work/life balance, corporate governance and overall business strategies. It included a national print and broadcast campaign, piggybacking local media on Bill’s travel schedule (12 cities), setting up speaking engagements, a Public Radio tour and a small targeted advertising campaign.

Results:
This campaign gained early momentum with a positive review in the New York Times followed by major print and broadcast coverage in the business media along with a strong hometown campaign in Minneapolis. In addition, PTA set up speaking engagements for Bill and executed a promotion with the Northwest Airlines World Clubs during the month of October with a special offer for book giveaways accompanied by subscriptions to Fast Company. The book was a Business Week bestseller in October and performed very well on amazon placing in the Business Bestseller category for several months. It also was selected as one of the top six Business Books of 2003 by The Economist.

Media Highlights: