The Chartered Management Institute (CMI) is one of the UK’s pre-eminent professional membership organisations

with a growing community of managers and leaders around the world. 

Think and CMI are long-time partners. Working together, we’ve created superb content in CMI’s membership magazine, CMI’s Knowledge & Insights hub, videos, agenda-setting reports, and campaigns. We also work closely with the team at CMI to ensure that content is effectively integrated and communicated across multiple channels

Project Type Multi-channel content programme
Services Strategy • Content • Digital • Video • Copywriting • Editing
Awards TBA!

 The thought process

Building management and leadership capability in society can boost the performance of the whole economy.

Developing management and leadership skills in individuals can transform their employability, career and life chances. The content programme that we run with CMI has the potential to make a positive difference, but it must constantly evolve to meet the changing needs of our multiple audiences – and adapt to changing trends in society. 

Over the course of our partnership, we have migrated from print to digital in member communications; increased the frequency of member communications during the Covid pandemic; focused on equity, diversity and inclusion issues; and, most recently, anchored the programme around CMI’s Professional Standard. 

Our work with CMI is successful because we’re always alert to changing audience behaviours, emerging forces in management, and topical issues in society. We track all these closely, using different sentiment and analytics tools. And we overlay them with a good old-fashioned nose for a story! 

“CMI’s vision is a world of better managed organisations and an increased number and standard of professionally-qualified managers. The ‘Better Managers’ newsletter is at the heart of making that vision a reality.”

Ian Doherty,
Membership Director at CMI
Business man sitting at a desk outside

 Our Impact

It’s great to be part of a winning team.

CMI has a growing membership and profile, and makes an increasingly positive impact on public debate. We’re proud to play our part, delivering high-quality content that helps managers in their day-to-day work; inspires aspiring managers; builds a sense of community among CMI members; and articulates the importance of management and leadership to the world at large.

Rising traffic, newsletter open rates and pages per session
Reducing bounce rates
2 minutes 29 seconds average dwell time
240 people signing up to be CMI ‘Friends’ every month, after reading Knowledge & Insights content