Millennium Mangement

Millennium, a global investment management firm, experienced increasing competition in recruiting top talent due to newer market entrants. To stay competitive, they sought to revamp their brand and website, ensuring their messaging resonated with potential hires.

As part of the team at Sullivan, I was responsible for creating Millennium's external positioning, employee value proposition, and digital strategy, encompassing both its website and intranet. We then activated the EVP through a website, intranet, videos, digital ads, social ads, and event activations. The goal was to differentiate Millennium by showcasing what made them unique and help them continue attracting top talent.

Through a series of internal and external stakeholder interviews, and secondary research, we discovered that Millennium's true differentiator was its people—creative minds operating within a sophisticated risk framework. This balance of creativity and structure allowed Millennium to consistently maintain strong returns. With this insight, we developed the concept of “The Operating System”—an intensely complex organization that thrives through the integration of its diverse parts.

Six months after launching the new intranet, Millennium saw an 86% increase in firm-wide penetration, with articles receiving an average of 548 page views and over 30 unique pieces of content created weekly. The campaign focused on highlighting the people of Millennium, leading to continued growth and generating thousands of views and interactions on LinkedIn, bolstering their recruiting efforts.

Client: Millennium Management

Role: Sullivan, Brand Strategy Director

Project: Research Design and Implementation, Brand Positioning, Digital Strategy (intranet and website), Social and Video Strategy