people matter more in modern m&a: understanding the human value gap
Imagine brokering a multi-million dollar deal between two companies and, six months after close, the entire C-suite walks out the door due to blown expectations. It happens more often than you’d think and it’s just one insight in RGP's Human Value Gap in M&A report — a study of 120 CFOs and 15 CHROs that reveals why culture, talent, and organizational integration are now the defining factors in whether a deal actually delivers.
My job was to take research that's genuinely complex — intangible assets, integration timelines, leadership attrition — and make it feel urgent enough to stop a senior executive. Six banners and a landing page, all built around one uncomfortable truth: most organizations are measuring M&A success with metrics designed for a different era.
Banners
Six banners, each built around a finding from the report that a CFO would actually feel in their gut. The goal wasn't to summarize the research, it was to make ignoring it feel like a risk.
Landing Page
The landing page does one thing: get the report downloaded. Clear headline, minimal friction, and copy that makes "access the full report" feel less like a form and more like a next step worth taking.
