Emdash is collaborative, curious and paid keen attention to what makes us who we are.
— Smitha Hemmigae, Director of Marketing, ANSR
When the pandemic hit so suddenly in 2020, everyone had existential questions — so did companies. The very nature of how they did their work needed to be changed. A change of such magnitude required guidance and leadership. ANSR was perfectly poised to be that guide.
ANSR is a business consulting firm. They are reimagining businesses, technology and workforce transformation through global capability centres (GCCs).
At the core of ANSR’s DNA is a culture of learning and sharing. A key leverage for their business is being the thought leader in the industry and a strategic advisor for their clients and community. Content is the lever.
As a partner and advisor to some of the largest GCCs in the country, ANSR’s role is two-fold:
— Bring the community together with knowledge-sharing and inspiration
— Build frameworks and roadmaps to strengthen GCC businesses
To achieve these goals, Smitha Hemmigae, head of marketing at ANSR, needed a content agency with experience working on thought leadership content. She needed writers with an instinct to turn strategic ideas into actionable and sustainable content assets.
ANSR chose Emdash.
In the post-pandemic future of work, nine out of ten organisations will shift to a hybrid model. Through this transition, they will have multitudes of questions on their minds.
In seeking answers, ANSR reached out to some of India’s top GCC leaders. They discussed ideas around three key tenets — productivity and performance, engagement and community, and policy and guidelines. They recorded these calls and handed them over to Emdash. We listened to hours of call recordings to identify the unique, useful and relevant insights.
We helped ANSR distill the best ideas from these conversations and convert them into a playbook for the community. We also structured the ebook into distinct chapters, eliminating repetition and redundancies.
We wrote each chapter around the chosen insight and pulled quotes and highlights. We wrote the text, while ANSR designed the document internally.
The new normal is defined by indecision — fully-remote, fully-office based, 2-days-in-office, offices only for collaboration, so on and so forth. GCCs across the country were grappling with the ‘right way’ to return to work.
As an advisor and execution partner, ANSR designed a four-phase framework, powered by research, technology, and organizational design, to help individuals return to work successfully.
Emdash helped them crystallise that into a sustainable content asset. We turned the SME’s presentation into a narrative with chapters. We wrote each chapter around one pointed, research-backed advice. We also wrote the introduction and conclusion, all of which they designed internally.
Two insight-packed ebooks that were timely, effective and highly appreciated. Sample pages below.
At ANSR, our core strength is our vast experience in building global teams, and the thought leadership we gain and the community we nurture from that experience. We need our content to demonstrate these values clearly and authoritatively. Emdash has been a great partner in helping us do just that.
They were able to understand our audience — both our customers and prospects — and write in a way that is meaningful and valuable to them.
Emdash’s ability to transform complex briefs into compelling stories that need minimal edits is something very few content agencies can boast of.
Director of Marketing, ANSR
