Internship is a strategic initiative to build a strong talent pipeline at the entry level. Based on the principles of “build from within”, it is an opportunity for PMI to attract talented students and offer them a job before they graduate thus giving PMI a competitive advantage when recruiting the next generation of leaders.

It also presents an opportunity for PMI to build word of mouth through social media for their organization and talk about what makes PMI a special place to work. To that end, we proposed to them to have one global brand for PMI internship program to ensure consistency & sustainability.

The website is the hub of all communications. It's informative, with user-generated material, interviews with top management and also allows for online application. Social media portals include Facebook, Twitter, LinkedIn and Instagram, these are used to drive excitement as the campaign rolls out globally.

As the global lead creative on this brand, I was responsible for the

campaigns rollout in all media platforms, this included creating

the brand name, designing the corporate identity, and its guidelines

to ensure consistency across 52 markets.

To complement the copy driven Thematic campaign which was more rational in delivery, we created a series of posters/ads and a video that presented the views of what today's interns were looking for.