CBRE
Content Strategy
We worked with CBRE to re-envision the future of thought leadership development and implementation on a global scale. Working with stakeholders at all levels, we optimized the organization’s entire content creation ecosystem to bring forward CBRE’s world-class data and insights and deliver on the new brand vision, “Realizing Potential in Every Dimension.”
CBRE is the global leader in commercial real estate services and investment, spanning five continents, billions of dollars in capital, and over 100k employees worldwide. Our role was to develop a future-forward strategy that seamlessly unites its multinational content creation efforts.
Unlocking the value of CBRE content began with deep research to arrive at a clear insight: Make less do more across every output, team, and platform. We began by interviewing researchers, economists, and decision-makers across the company—immersing ourselves in the world of commercial real estate, its global economic implications, and CBRE’s internal practices for delivering data and insights to audiences.
Collaborative working sessions and comprehensive audits helped drive a complete rethinking of CBRE’s global content lenses and outputs to create a new framework that delivers clarity, consistency, and a compelling POV that is unique to the industry leader.
CBRE is the global leader in commercial real estate services and investment, spanning five continents, billions of dollars in capital, and over 100k employees worldwide. Our role was to develop a future-forward strategy that seamlessly unites its multinational content creation efforts.
Unlocking the value of CBRE content began with deep research to arrive at a clear insight: Make less do more across every output, team, and platform. We began by interviewing researchers, economists, and decision-makers across the company—immersing ourselves in the world of commercial real estate, its global economic implications, and CBRE’s internal practices for delivering data and insights to audiences.
Collaborative working sessions and comprehensive audits helped drive a complete rethinking of CBRE’s global content lenses and outputs to create a new framework that delivers clarity, consistency, and a compelling POV that is unique to the industry leader.
CBRE is the global leader in commercial real estate services and investment, spanning five continents, billions of dollars in capital, and over 100k employees worldwide. Our role was to develop a future-forward strategy that seamlessly unites its multinational content creation efforts.
Unlocking the value of CBRE content began with deep research to arrive at a clear insight: Make less do more across every output, team, and platform. We began by interviewing researchers, economists, and decision-makers across the company—immersing ourselves in the world of commercial real estate, its global economic implications, and CBRE’s internal practices for delivering data and insights to audiences.
Collaborative working sessions and comprehensive audits helped drive a complete rethinking of CBRE’s global content lenses and outputs to create a new framework that delivers clarity, consistency, and a compelling POV that is unique to the industry leader.
A new thematic structure with a radically simplified set of content formats provides maximum creativity, flexibility, and connectivity across all CBRE channels.
The content framework enables the company to own the big ideas shaping the commercial real estate marketplace. All insights are now driven by five big-picture themes focused on the high-level transformations reshaping the industry across every dimension.
A new thematic structure with a radically simplified set of content formats provides maximum creativity, flexibility, and connectivity across all CBRE channels.
The content framework enables the company to own the big ideas shaping the commercial real estate marketplace. All insights are now driven by five big-picture themes focused on the high-level transformations reshaping the industry across every dimension.
A new thematic structure with a radically simplified set of content formats provides maximum creativity, flexibility, and connectivity across all CBRE channels.
The content framework enables the company to own the big ideas shaping the commercial real estate marketplace. All insights are now driven by five big-picture themes focused on the high-level transformations reshaping the industry across every dimension.
We established a streamlined and differentiated set of content formats for CBRE.
The content outputs span print and digital, long-form and short-form, and are supported by new activation tactics, clearly-named franchises, and event types, establishing an intuitive system of connected content outputs. This structure empowers CBRE teams around the world to more efficiently create content that’s engaging, targeted, and newsworthy to different segments of its audience.
We established a streamlined and differentiated set of content formats for CBRE.
The content outputs span print and digital, long-form and short-form, and are supported by new activation tactics, clearly-named franchises, and event types, establishing an intuitive system of connected content outputs. This structure empowers CBRE teams around the world to more efficiently create content that’s engaging, targeted, and newsworthy to different segments of its audience.
We established a streamlined and differentiated set of content formats for CBRE.
The content outputs span print and digital, long-form and short-form, and are supported by new activation tactics, clearly-named franchises, and event types, establishing an intuitive system of connected content outputs. This structure empowers CBRE teams around the world to more efficiently create content that’s engaging, targeted, and newsworthy to different segments of its audience.
To implement the new strategy, we created a global playbook and hosted a series of live, interactive seminars that equipped staff with writing guidelines.
We designed and led workshops to give international CBRE teams hands-on experience working within the new content ecosystem—including segments on business writing best practices, activating content through themes, and developing stories across output types.
CBRE content creators across every line of business now have the tools necessary for making insights relevant, accessible, clear, and compelling, while also contributing to a framework where future-focused research and market-changing data have the power to shape not only the real estate industry, but the world.
To implement the new strategy, we created a global playbook and hosted a series of live, interactive seminars that equipped staff with writing guidelines.
We designed and led workshops to give international CBRE teams hands-on experience working within the new content ecosystem—including segments on business writing best practices, activating content through themes, and developing stories across output types.
CBRE content creators across every line of business now have the tools necessary for making insights relevant, accessible, clear, and compelling, while also contributing to a framework where future-focused research and market-changing data have the power to shape not only the real estate industry, but the world.
To implement the new strategy, we created a global playbook and hosted a series of live, interactive seminars that equipped staff with writing guidelines.
We designed and led workshops to give international CBRE teams hands-on experience working within the new content ecosystem—including segments on business writing best practices, activating content through themes, and developing stories across output types.
CBRE content creators across every line of business now have the tools necessary for making insights relevant, accessible, clear, and compelling, while also contributing to a framework where future-focused research and market-changing data have the power to shape not only the real estate industry, but the world.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Bob Maynard, Strategist
Nathan Lackie, Strategist
Mika Saulitis, Strategist
Natalie Studdert, Producer
CBRE
Benji Baer, CMO
Jennifer Morgan, SVP Global Head of Customer Growth & Content
Kurt Lindsey, Senior Director Global Content Marketing
Bradley Werner, Senior Director Global Content Strategy
TJ McCormick, VP Global Creative
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Bob Maynard, Strategist
Nathan Lackie, Strategist
Mika Saulitis, Strategist
Natalie Studdert, Producer
CBRE
Benji Baer, CMO
Jennifer Morgan, SVP Global Head of Customer Growth & Content
Kurt Lindsey, Senior Director Global Content Marketing
Bradley Werner, Senior Director Global Content Strategy
TJ McCormick, VP Global Creative
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Bo Bishop, Executive Director Creative Strategy
Bob Maynard, Strategist
Nathan Lackie, Strategist
Mika Saulitis, Strategist
Natalie Studdert, Producer
CBRE
Benji Baer, CMO
Jennifer Morgan, SVP Global Head of Customer Growth & Content
Kurt Lindsey, Senior Director Global Content Marketing
Bradley Werner, Senior Director Global Content Strategy
TJ McCormick, VP Global Creative