Hays Appoints WeAreFearless As Creative And Content Agency For Manchester City Partnership

WeAreFearless has been appointed by recruitment specialists Hays to lead the creative and content strategy for its 2019-20 partnership with Manchester City.  

Hays became the Official Recruitment Partner of Manchester City in 2013, renewing the agreement for the first time in 2016 and most recently in 2019. During the past six years, Hays has extended the relationship with City Football Group to become the Official Recruitment Partner of New York City FC in 2015, as well as Manchester City Women in 2017 and most recently with Japanese side, Yokohama F. Marinos.

To celebrate its latest renewal and the continued success of Manchester City, Hays has appointed WeAreFearless to create and launch its campaign for the 2019-20 season: Behind Every Goal. Having recruited over 90 professional staff for City Football Group, the campaign shows the partnership as a proven success story and highlights Hays’ devotion to the success of every candidate, client and colleague. 

The campaign will feature across a number of matchday assets and online channels. It will include an insightful content series with both Manchester City teams discussing the key elements behind their career success, including leadership, teamwork and skills development. The series will launch in January 2020 and will feature Raheem Sterling, Steph Houghton, lkay Gündoğan, Matilde Fidalgo, Rodrigo and Pauline Bremer. 

The campaign was built on Hays’ purpose to enable people to achieve personal and professional success at every level. This insight was supported by WeAreFearless’ proprietary research tool Human Values™ which captures 40 years of data from tens of thousands of people across more than 20 countries. 

WeAreFearless Founder and Managing Director Garry Dods said: “WeAreFearless is proud to be working with Hays to develop a bold new approach to their long-standing partnership with Manchester City. ‘Behind Every Goal’ sees Hays harnessing the pioneering spirit, talent development and innovative mindset that sits at the heart of this partnership. We wanted to show fans we play a meaningful role in their lives and cut through with our new purpose led idea.”