The project brief will run from now until the competition in January. Stand Agency co-founder Laura Oliphant said the focus would be on spreading the word far and wide.
‘Our idea is to focus on the nationals, as I believe those people that read management magazines are already fairly onside, while those that read national newspapers are less so. It’s about getting it beyond the trade press and moving beyond preaching to the converted.’
The competition this year has attracted entries from names including: Former Tesco CEO, Sir Terry Leahy; Financial Times columnist, Mrs Moneypenny; and Anders Dahlvig, the former CEO of IKEA.
Oliphant added that the focus would be about promoting the credentials of the CMI and the British Library as a trusted source of information.
‘We didn’t look at promoting it is as a competition, but as a way of endorsing some of the best management out there,’ she said.
‘We’ve taken it out of awards space and put it into the endorsement space, and we’re saying to managers who have respect for CMI that they should trust it, as it is an authority.’
The CMI Management Book of the Year has previously been promoted by Kindred as part of its retained contract with CMI.