The Reward Gateway campaign was a research‑led thought leadership programme built around an “economic value study” on the ROI of people initiatives.

Reward Gateway, led by CMO Mark South and Alex Powell, partnered with Meridian West to design a complex survey that persuaded 430+ companies to share sensitive data on spend, engagement and business outcomes, enabling them to quantify how HR and people initiatives drive net profit and growth. The core output was a flagship report plus an always‑on benchmarking dashboard, which clients can use to see where they “plot” against peers and generate personalised graphs and insights for internal business cases.

The campaign was then activated through targeted marketing and sales enablement: sales and CS teams use the study and dashboard in conversations with prospects and clients, while a results video is used internally across the Edenred group to demonstrate that how the campaign is helping both to win new business and to secure future marketing budget.