Case study · ViewsHub
We built The Loop for ViewsHub, then took its founder into Forbes
For four years The Loop put ViewsHub's argument, that teams should be measured as teams, in front of Chief People Officers every month. Thirty-five people gave it interviews, from Sir Vince Cable to SHRM's chief HR officer.
Loop interviews
Loop articles
Loop subscribers
earned pieces
The owned channel
A newsletter built to make ViewsHub’s case
ViewsHub sells a way of measuring how well teams work with each other. We set up The Loop to argue for that idea in front of the people who buy it. Every month we interviewed someone senior HR leaders already listen to, set their view beside the news that prompted it, and closed with ViewsHub’s own take. Ab Banerjee, ViewsHub’s founder, edited it.
Read The Loop’s archive- First edition
- Dec 2020
- Latest interview
- Jan 2025
- Interviews
- 34
- Articles in the archive
- 103
- Podcast editions, 2024
- 3
- Subscribers
- 10,000
How an edition worked
Three pieces, one argument
The November 2021 edition, as it ran. The interview carried the authority; the opinion piece carried ViewsHub’s answer.
- 01 · In the newsOrganisational Silos and ProductivityThe problem, with the evidence behind it.
- 02 · Interview
“Partly personality, partly ideology, and partly everybody defending their turf.”Sir Vince CableA former Business Secretary on why government departments would not cooperate. - 03 · In our humble opinionTransitioning from Organisational ‘Silos’ to Super TeamsViewsHub's answer: measure how teams work with each other.
Who we interviewed
35 people, 34 interviews
Partners from Deloitte, PwC and KPMG. Professors from Wharton, INSEAD and London Business School. SHRM’s chief HR officer, the chief executive of the Chartered Management Institute, a WHO special envoy and a former Business Secretary.
Government and public life
3 people
Advisers and consultancies
13 people
- Will GoslingDeloitteFirst run
- Tim Clayton-BallDeloitteJul 2022
- Kate SweeneyDeloitteDec 2022
- Julia LammPwC USFeb 2022
- Bhushan SethiPwCJun 2022
- Krishna Grenville-GobleKPMG UKSep 2023
- Ryan McCarthyKPMGJan 2025
- Michael MankinsBain & CompanyFirst run
- Kevin CashmanKorn FerryJan 2022
- Rachael BrasseyPA ConsultingOct 2022
- Patrick HynesSpencer StuartMar 2023
- Deborah WarburtonSpencer StuartMar 2023
- Sam BurmanHeidrick & StrugglesJun 2023
Business schools and research
9 people
- Peter CappelliWharton SchoolFirst run
- Saerom (Ronnie) LeeWharton SchoolApr 2022
- David LewisLondon Business SchoolFirst run
- Narayan PantINSEADFeb 2024
Podcast - Dr Anna TavisNew York UniversityFirst run
- Dr Bill GerrardLeeds University Business SchoolOct 2022
- Dr Alessandro NaiUniversity of AmsterdamApr 2024
Podcast - Dr Abby GilbertInstitute for the Future of WorkSep 2024
- Kate ListerGlobal Workplace AnalyticsJun 2022
HR leaders and practitioners
10 people
- Jim LinkSHRM, Chief HR OfficerFeb 2023
- Jonny GiffordCIPDSep 2021
- Ann FranckeChartered Management InstituteNov 2022
- John HackstonThe Myers-Briggs CompanyFirst run
- Peter SchwartzSalesforceMar 2022
- Yvette CroucherPaul HastingsJun 2024
Podcast - Avadhesh DixitAcuity Knowledge PartnersJul 2023
- Shep HykenCustomer experience authorNov 2021
- Tim CurrieCloudreachSep 2021
- Tal PaperinKSWSep 2021
“I’ve never seen a period of time that’s been so stressful for CEOs.”
Kevin CashmanKorn Ferry · Jan 2022“The flexibility genie is out of the bottle and isn’t going back in.”
Kate ListerGlobal Workplace Analytics · Jun 2022“AI cannot determine cultural fit, leadership style, and chemistry.”
Sam BurmanHeidrick & Struggles · Jun 2023Fifty months
Interviews by month, Dec 2020 to Jan 2025
6 interviews from the first run were archived together in August 2021 and carry no month here. Orange marks the 2024 podcast editions.
D
J
F
M
A
M
J
J
A
S
O
N
D
J
F
M
A
M
J
J
A
S
O
N
D
J
F
M
A
M
J
J
A
S
O
N
D
J
F
M
A
M
J
J
A
S
O
N
D
J
Where The Loop met the newsroom
One survey, two Express exclusives
In July 2022, with the Conservative leadership contest under way, The Loop launched a survey asking the public to rate politicians on the same 23 character traits ViewsHub uses to assess teams. We took it to Express.co.uk as a research partnership. The paper launched it on 30 July and ran the results on 16 August, with Ab Banerjee quoted on why character beats policy promises.
Fit to govern, index out of five
Over 200 members of the public. Express.co.uk, 16 August 2022, Dan Falvey, Deputy Political Editor.
2024
The Loop became a podcast
Ab Banerjee in conversation, on Spotify and Apple Podcasts. Both Apple episodes are in the coverage book below.
Feb 2024
Narayan Pant
INSEAD
Apr 2024
Dr Alessandro Nai
University of Amsterdam
Jun 2024
Yvette Croucher
Paul Hastings
The earned half
From the HR trades to Forbes
Outlet by outlet
Every row an outlet, every cell tells its own story
- 01
42017-10 to 2020-07 - 02
22022-07 to 2022-08 - 03
22020-03 to 2021-05 - 04
22020-06 to 2020-11 - 05
12021-08 - 06
12017-08 - 07
12020-05 - 08
12020-02 - 09
12017-04 - 10
12017-09 - 11
12017-08 - 12
Recruiter12017-08
12 of 20 outlets shown, ranked by pieces of coverage; the other 8 outlets carry 8 pieces between them and are listed in the index. 2 social reposts (Apple Podcasts) are counted in the total but not ranked as a masthead.
Brief
The brief
The brief
Bridgehead was appointed to position ViewsHub's founder, Ab Banerjee, as a thought leader on organisational performance, while establishing ViewsHub as the leading platform for driving high-performing teams, communicated to a senior HR and C-suite audience.
A platform that transforms organisational performance through real-time team diagnostics, helping leaders improve cooperation, break down silos and optimise team effectiveness.
Objectives
- 01Establish Ab Banerjee as a recognised voice on organisational competitiveness.
- 02Raise awareness of the TeamDNA, TeamScore and TeamTips platform functions.
- 03Engage senior HR leaders and Chief People Officers in the UK and US.
- 04Position ViewsHub as the solution for improving team cooperation and performance.
The approach
How we approached it
Two channels working on one argument: The Loop, an owned newsletter that went straight to CPOs and HR Directors, and a thought-leadership programme in HR and business publications in the UK and US.
The Loop newsletter
We launched The Loop as a direct channel to CPOs and HR Directors and grew it to 10,000 subscribers. Interviewees included Sir Vince Cable, partners at Deloitte, PwC and KPMG, INSEAD's Narayan Pant and SHRM's Jim Link; CIPD chief executive Peter Cheese wrote for it.
Forbes and the US
A Forbes feature interview and a SHRM placement gave ViewsHub credibility with the North American HR leadership audience.
Trade and business media
Bylines in theHRDIRECTOR, HR magazine, The Independent and Management Today, and ViewsHub survey data in Express.co.uk, Personnel Today and Guido Fawkes, kept Ab Banerjee in front of business leaders between editions.
Coverage
Why it worked
The Loop kept giving the press something to report.
The newsletter gave Ab Banerjee a monthly reason to be in front of HR leaders, and it gave the earned programme material of its own: The Loop's July 2022 leadership survey ran twice in Express.co.uk, and its 2024 podcast episodes sit in the coverage book.
The outcome
28 pieces of earned coverage, and a newsletter that reached 10,000 HR leaders with 34 interviews over four years.
The impact
- 01The Loop: 34 interviews over 50 months, with partners from Deloitte, PwC and KPMG, professors from Wharton and INSEAD, and Sir Vince Cable.
- 02The Loop newsletter built to 10,000 CPO and HR Director subscribers.
- 03Forbes feature establishing Ab Banerjee as a global thought leader on team performance.
- 04SHRM coverage extending reach into the North American HR leadership market.
- 05Two Express.co.uk exclusives built on The Loop's own leadership survey.
Every piece
All the coverage
DA 99
Personality traits in world leaders: how do we assess them and what impact do they have?
DA 99
Leadership, self-awareness and workplace feedback
DA 93
UNITED KINGDOM
Keir Starmer humiliated by Truss and Sunak as Labour leader's credibility CRUSHED
DA 93
UNITED KINGDOM
Liz Truss, Rishi Sunak, Keir Starmer or Angela Rayner? -Who do YOU trust to govern the UK?
DA 95
UNITED STATES
This Entrepreneur Wants To Revolutionize The Way Teams Operate And Cooperate
DA 64UNITED KINGDOM
Cummings’ evidence offers a lesson for more effective feedback
DA 36
UNITED KINGDOM
These are the Top Project Management Companies in UK (2021)
DA 61UNITED KINGDOM
Kamala Harris wins performance poll, while Trump trails in last place
DA 27
UNITED KINGDOM
Kamala Harris has boosted the Biden campaign
DA 55
UNITED KINGDOM
Bosses need to ditch self-improvement obsession and think of the team
DA 56
UNITED KINGDOM
Let’s ditch self-improvement and focus on effective cooperation
DA 61UNITED KINGDOM
Britain and Brussels need their own 'Red Phone'
DA 80
UNITED STATES
Into the Future: How a Pandemic Might Reshape the World of Work
DA 55
UNITED KINGDOM
COVID 19 and remote working: beware the 'Temple of Zoom'
DA 64UNITED KINGDOM
Radical transparency is needed in the workplace
DA 55
UNITED KINGDOM
'Radical Transparency' trumps cash in luring millennial talent
DA 75
UNITED KINGDOM
Business People Rate Starmer
DA 57UNITED KINGDOM
Annual appraisals foster workplace discrimination
DA 39
UNITED KINGDOM
Exclusive Poll: Boris slumps to second as voters prefer pint with Corbyn. Swinson still drinking on her own.
eFinancialCareers
UNITED KINGDOM
Ambitious, workaholic, extroverts: The perfect personality for investment banking
DA 55
UNITED KINGDOM
Is it time for HR professionals to refocus on teams?
DA 65
UNITED KINGDOM
Employees in professional services critical of business development teams
RecruiterDA 59UNITED KINGDOM
Ab Banerjee: A better way to find star performers
DA 50
UNITED KINGDOM
New survey suggests that IT Firms have 'the worst HR departments'
DA 65
UNITED KINGDOM
In which sector is HR perceived least effective?
DA 94
UNITED KINGDOM
A US company has microchipped its employees – we should welcome this as progress and get involved
DA 56
UNITED KINGDOM
360-degree feedback can lead to worse results - we can't let it
DA 68
UNITED KINGDOM
It's time to end the cult of the CEO
Results
The results, 2017-04 to 2024-04
28 pieces across 2 countries
continents
broadcast hits
estimated readers*
*audience reach and estimated readers, Portal Coverage Builder, September 2026. Portal Coverage Builder: one audience-reach figure per outlet domain (the maximum reported), summed across every domain; estimated readers is the sum of views across every piece. Figures reproduce the portal's own method exactly; a title that carries several pieces is counted once for reach (its highest reported figure) but every piece counts toward readers.
PIECES PER MONTH, 2017-04 TO 2024-04
The August 2017 spike of 4 pieces is the busiest month in the book. Months with no coverage stay at zero.
On air
2 broadcast and video items from 1 broadcaster.
Apple Podcasts
“Personality traits in world leaders: how do we assess them and what impact do they have?”
Broadcast, 2 Apr 2024; Broadcast, 21 Feb 2024
Index
Index of coverage
All 28 pieces, by outlet
2 pieces · DA 99Personality traits in world leaders: how do we assess them and what impact do they have? broadcastApple Podcasts
Apple Podcasts2 Apr 2024
Leadership, self-awareness and workplace feedback broadcastApple Podcasts
21 Feb 2024
1 piece · DA 75Business People Rate Starmer · United Kingdom
21 Feb 2020
1 piece · DA 65Employees in professional services critical of business development teams · United Kingdom
7 Sep 2017
2 pieces · DA 61Kamala Harris wins performance poll, while Trump trails in last place · United Kingdom
3 Nov 2020
Britain and Brussels need their own 'Red Phone' · United Kingdom
1 Jun 2020
1 piece · DA 56360-degree feedback can lead to worse results - we can't let it · United Kingdom
8 Jun 2017
1 piece · DA 39Exclusive Poll: Boris slumps to second as voters prefer pint with Corbyn. Swinson still drinking on her own. · United Kingdom
12 Dec 2019
1 piece · DA 27Kamala Harris has boosted the Biden campaign · United Kingdom
3 Nov 2020
1 piece · DA 95This Entrepreneur Wants To Revolutionize The Way Teams Operate And Cooperate · United States
25 Aug 2021
2 pieces · DA 93Keir Starmer humiliated by Truss and Sunak as Labour leader's credibility CRUSHED · United Kingdom
16 Aug 2022
Liz Truss, Rishi Sunak, Keir Starmer or Angela Rayner? -Who do YOU trust to govern the UK? · United Kingdom
30 Jul 2022
1 piece · DA 65In which sector is HR perceived least effective? · United Kingdom
4 Aug 2017
Recruiter
1 piece · DA 59Ab Banerjee: A better way to find star performers · United Kingdom
22 Aug 2017
1 piece · DA 57Annual appraisals foster workplace discrimination · United Kingdom
20 Dec 2019
4 pieces · DA 55Bosses need to ditch self-improvement obsession and think of the team · United Kingdom
23 Jul 2020
COVID 19 and remote working: beware the 'Temple of Zoom' · United Kingdom
23 Apr 2020
'Radical Transparency' trumps cash in luring millennial talent · United Kingdom
25 Feb 2020
Is it time for HR professionals to refocus on teams? · United Kingdom
9 Oct 2017
eFinancialCareers
1 pieceAmbitious, workaholic, extroverts: The perfect personality for investment banking · United Kingdom
25 Oct 2017
1 piece · DA 94A US company has microchipped its employees – we should welcome this as progress and get involved · United Kingdom
3 Aug 2017
1 piece · DA 80Into the Future: How a Pandemic Might Reshape the World of Work · United States
1 May 2020
1 piece · DA 68It's time to end the cult of the CEO · United Kingdom
24 Apr 2017
2 pieces · DA 64Cummings’ evidence offers a lesson for more effective feedback · United Kingdom
28 May 2021
Radical transparency is needed in the workplace · United Kingdom
13 Mar 2020
1 piece · DA 56Let’s ditch self-improvement and focus on effective cooperation · United Kingdom
1 Jul 2020
1 piece · DA 50New survey suggests that IT Firms have 'the worst HR departments' · United Kingdom
10 Aug 2017
1 piece · DA 36These are the Top Project Management Companies in UK (2021) · United Kingdom
2 Jan 2021
Keep exploring
Related work and services
B2B PR
Pipeline-building PR for B2B brands.
Aquaa Partners
We turned a tech-M&A boutique, and its CEO, into a quoted authority across the world's financial press.
Zef Eisenberg
We repositioned a record-breaking entrepreneur, grounding his motorsport comeback in a leadership narrative that landed the FT's My First Million, BBC News, ITV News and Sky News.
Retrieved, Ranked, Cited
An evidence-graded review of 350 sources on search rankings and AI-answer citation in 2026.
Corporate
See how we work with corporate clients.
Case studies
Campaigns and the coverage they earned.
Speak with us
One conversation tells you
if we're the right fit.
Thirty minutes with a partner. We'll tell you whether we can help, what the work would look like, and what it's likely to cost, before either of us commits to anything.
