The Summary
The Situation
As Bloomberg expanded its commercial footprint across APAC, the business needed to rapidly scale its workforce in key markets like Singapore and Hong Kong. At the same time, competition for top local talent was intense, and career decisions in the region were heavily influenced by cultural expectations around prestige and family approval.
The Problem
Research revealed that while Bloomberg as a business was respected, it was not perceived as an “ideal” place to work in APAC compared to legacy institutions. Bloomberg lacked the prestige many professionals desired from an employer, making it difficult to attract high-quality candidates.
The Creative Brief
The Solution
We reframed prestige itself, positioning Bloomberg as a place where people do work they genuinely love—and where that fulfillment earns pride from those who matter most. We brought the idea to life with a “Bring Your Parents to Work Day,” inviting parents to experience Bloomberg firsthand and share, in their own words, why they wished they could work there. These parent-led testimonials became the campaign creative and ran across key APAC markets.
The Impact
The “Where even your parents want to work” campaign helped reposition Bloomberg as a desirable employer in Singapore and Hong Kong, humanizing the brand and making it culturally relevant to local professionals. By aligning personal fulfillment with familial pride, Bloomberg strengthened its employer brand and improved its ability to compete for top talent across the region.
The Context
As Bloomberg accelerated its commercial expansion across APAC, particularly in Singapore and Hong Kong, the business faced a parallel talent challenge: scaling headcount fast enough to sustain growth. Success in these markets required attracting highly qualified local professionals in an intensely competitive talent landscape.
Secondary research revealed a powerful cultural dynamic shaping career decisions in the region. For many professionals, career success is not evaluated in isolation—it is deeply intertwined with family expectations. Parental approval, and the pride that comes with it, plays an outsized role in how jobs, companies, and long-term career paths are judged.
The Business Problem
Despite Bloomberg’s global reputation, primary research showed that professionals in Singapore and Hong Kong did not perceive Bloomberg as an “ideal” employer. Compared to legacy institutions and household-name corporations, Bloomberg was seen as lacking the prestige required to signal success—particularly success that would be recognized and validated by family.
This perception gap limited Bloomberg’s ability to compete for top talent at a critical moment of regional growth.
The Audience Problem
For local professionals, choosing an employer isn’t just a personal decision — it’s a social one.
They are navigating the tension between finding work that is personally fulfilling and selecting a job that earns approval from parents and loved ones. In a culture where prestige is often used as a proxy for success, many professionals feel pressured to prioritize how a job looks over how it feels—making it harder to choose roles that genuinely align with their interests and values.
The Insight
What matters isn’t where you work – it’s how your work makes you feel. ‘
The Opportunity
GET: Job candidates in Singapore and Hong Kong
WHO: think their employer’s prestige is the ultimate indicator of their success
TO: see that the most prestigious job is the one that makes you feel good doing it
BY: showing how rallies on the field can ignite rallies off the field.
The Strategy
Position Bloomberg as the place that even your parents would want to work at.
The Result
