Craig Knightley, a partner at Inigo, was partway through the Executive MBA at Cambridge Judge Business School and saw an opportunity in it. Specialty insurance runs on relationships, and the people Craig wants to reach are senior, busy brokers, clients and prospects who ignore anything that feels like marketing. Inigo wanted to give Craig a platform and a voice of his own. That meant content that would grow his audience, keep him in front of the market between meetings, and present him as a thought leader rather than a salesperson.

Working with Inigo's agency, TW Creative, we built the series around the structure of the course itself. The MBA is split into eight modules, so MBA in a Day became eight episodes. In each one, Craig interviews a different member of his cohort about one part of the programme. We didn't want it to look like a standard interview in a room, so we worked with the University to get access to its colleges, historic libraries and the rowing club's boathouse. Each episode opens with a walk and talk through its location, then moves to a more formal sit-down conversation, so the setting carries some of the story. Every episode has a long-form version for YouTube and a 90-second trailer for LinkedIn.

The series gave Craig eight substantial episodes with a clear reason to watch: a Cambridge MBA explained by the people taking it, filmed in places most viewers will never see inside. The long-form episodes built up a library on his YouTube channel. The trailers gave him a steady run of LinkedIn posts that sent his audience to the full films. One episode passed 250,000 views on LinkedIn, far more than a typical B2B post gets.

MBA in a Day established Craig as a voice worth following in his market, with a credible, recognisable format that stands well above most insurance content. It also turned his own professional development into an asset for Inigo's brand and client relationships. And the guests matched the setting: one of them has since become Prime Minister of Lithuania.