ESA member WeAreFearless has been appointed by Hays, the world’s leading recruitment experts, to lead the creative and content strategy for its 2019-20 partnership with Manchester City.
Hays became the Official Recruitment Partner of ESA member Manchester City in 2013, renewing the agreement for the first time in 2016 and most recently in 2019. During the past six years, Hays has extended the relationship with City Football Group to become the Official Recruitment Partner of New York City FC in 2015, as well as Manchester City Women in 2017 and most recently with Japanese side, Yokohama F. Marinos.
To celebrate its latest renewal and the continued success of Manchester City, Hays has appointed WeAreFearless to create and launch its campaign for the 2019-20 season: Behind Every Goal. Having recruited over 90 professional staff for City Football Group, the campaign shows the partnership as a proven success story and highlights Hays’ devotion to the success of every candidate, client and colleague.
The campaign will feature across a number of matchday assets and online channels. It will include an insightful content series with both Manchester City teams discussing the key elements behind their career success, including leadership, teamwork and skills development. The series will launch in January 2020 and will feature Raheem Sterling, Steph Houghton, lkay Gündoğan, Matilde Fidalgo, Rodrigo and Pauline Bremer.
The campaign was built on Hays’ purpose to enable people to achieve personal and professional success at every level. This insight was supported by WeAreFearless’ proprietary research tool Human Values™ which captures 40-years of data from tens of thousands of people across more than 20 countries.
WeAreFearless Founder and Managing Director Garry Dods said:
“WeAreFearless is proud to be working with Hays to develop a bold new approach to their long-standing partnership with Manchester City. ‘Behind Every Goal’ sees Hays harnessing the pioneering spirit, talent development and innovative mindset that sits at the heart of this partnership. We wanted to show fans we play a meaningful role in their lives and cut through with our new purpose led idea.”
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About Hays: Hays plc (the “Group”) is a leading global professional recruiting group. The Group is the expert at recruiting qualified, professional and skilled people worldwide, being the market leader in the UK and Asia Pacific and one of the market leaders in Continental Europe and Latin America. The Group operates across the private and public sectors, dealing in permanent positions, contract roles and temporary assignments. As at 30 June 2019 the Group employed 11,500 staff operating from 265 offices in 33 markets across 20 specialisms. For the year ended 30 June 2019:
- the Group reported net fees of £1,129.7 billion and operating profit (pre-exceptional items) of £248.8 million;
- the Group placed around 81,000 candidates into permanent jobs and around 254,000 people into temporary assignments;
- 18% of Group net fees were generated in Australia & New Zealand, 27% in Germany, 23% in United Kingdom & Ireland and 32% in Rest of World (RoW);
- the temporary placement business represented 57% of net fees and the permanent placement business represented 43% of net fees;
- Hays operates in the following countries: Australia, Austria, Belgium, Brazil, Canada, China, Colombia, Chile, the Czech Republic, Denmark, France, Germany, Hungary, India, Ireland, Italy, Japan, Luxembourg, Malaysia, Mexico, the Netherlands, New Zealand, Poland, Portugal, Romania, Russia, Singapore, Spain, Sweden, Switzerland, UAE, the UK and the USA
About WeAreFearless: WeAreFearless is a different kind of integrated Sports, Music and Entertainment agency creating bolder ideas that challenge convention to find opportunity and growth. Each channel agnostic solution builds off the power of people’s passions and is always backed up by deeper human insight. They call it Boldness with Backup.
WeAreFearless’ diverse team of experts range from strategy, insights, creative, sponsorship, digital and PR to storytelling, content production and experiential.
About City Football Group: City Football Group (CFG) is the owner of a number of football related businesses with global relevance. These include high profile professional football clubs, academies, technical support and marketing companies. CFG’s majority-owned clubs include Premier League Manchester City FC, Melbourne City FC of the A-League and MLS Franchise New York City FC.
CFG’s other club investments comprise Yokohama F. Marinos of the J-League, Club Atlético Torque in the Primera Division of the Uruguayan league, FC Girona of La Liga and the most recent addition to City Football Group, Sichuan Jiuniu FC from China League Two. The common aim across all clubs is to provide the best possible experience and an unmatched opportunity for fans and communities to participate in, and benefit from, football at both a local and global level. The Group’s support companies – Global Football and City Football Marketing – operate from a number of offices around the world in support of the Group’s clubs, associate organisations and customer organisations. Global Football shares footballing IP and “know-how” to recruit, develop, train and win. City Football Marketing creates media, marketing and fan engagement properties to support the commercial development of clubs and their partners.
City Football Group is majority owned by Abu Dhabi United Group (ADUG). ADUG is an investment and development company privately owned by His Highness Sheikh Mansour bin Zayed Al Nahyan.
In December 2015, ADUG divested a 13% shareholding to a China Media Capital-led consortium, creating an unprecedented platform for the growth of CFG clubs and companies in China and internationally. City Football Group’s headquarters are in Manchester and it has offices in Abu Dhabi, Girona, London, New York, Melbourne, Montevideo, Shanghai, Shenzhen, Singapore and Tokyo.
Contact:
N: Matt Rapinet
M: +44794987094
For more information on Hays: please visit haysplc.com. Follow on Twitter and LinkedIn. For more information on WeAreFearless: please visit https://wearefearless.com. Follow on Twitter and LinkedIn.