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PMI Global Recruiting
Facing stiff competition from other corporations and suffering from the stigma of the tobacco industry, PMI asked us for a new global recruiting campaign. Currently running in over 30 countries worldwide, “It’s You” features PMI employees from every continent at every level of the company. As the sole copywriter on this project, I interviewed and profiled 42 employees, wrote all print, web, and out of home copy, and created PMI’s new employer value positioning statement. In only a few months, this campaign tripled the number of R&D prospects for PMI.
