LDC: Backing Business Ambition

Our Backing Business Ambition campaign for LDC – the private equity investor which is part of Lloyds Banking Group – is now in its sixth year.

We use integrated marketing activity to raise the profile of LDC amongst management teams of UK mid-market businesses.

LDC needed a campaign that would position the firm as an accessible and supportive partner to growth, whilst also overcoming the audience’s negative perceptions of the private equity industry.

The result: LDC Top 50 Most Ambitious Business Leaders programme.

We use a targeted social media marketing campaign to search for the UK’s top 50 most ambitious business leaders, which we go on to profile in The Times and at a national event in London as a celebration of their successes.

As well as the Most Ambitious Business Leader, we have award categories for Sustainable Impact, People-First, Digital Disrupter, Green Disrupter and more.

Last year, the partnership enabled LDC to meet more than 150 ambitious business leaders and after a follow-up perception study, we know more than 87% of business leaders are aware of the Top 50 programme and more than two thirds feel more positively about LDC as a result.