Magnetic’s challenge was to deliver effectiveness research that would change attitudes and ultimately behaviour, with investment in many established channels including magazines under pressure. Our study needed to galvanise, challenge and break with convention. We chose to target a new senior level audience - CEO’s - and reframe the issue as one of shareholder value rather than effectiveness. Magnetic partnered with Enders Analysis and the report garnered much traction across the industry as well as coverage in the Financial Times and support from media agency CEO’s. More than a research report, this study is we believe a catalyst for change.