18 Jan'18

McKinsey: Using Facebook ads to advise ex-pats to leave the UK due to Brexit. Is it wise?


McKinsey & Company, a US consultancy firm, won a £1.5 million contract from the government to organise more than 700 Brexit-related plans, as reported by Financial News.


The report states that McKinsey ‘will be helping the UK’s Brexit minister David Davis, and his advisers’ in a planning role not a policy advisory role. It can be assumed that these plans were to ensure UK’s streamline exit from the EU.


McKinsey ran against the Big Four: EPMG, EY, PwC and Deloitte. According to Consultancy UK Deloitte had to rule themselves out after a leaked memo degrading the government’s exit strategy.


Consultancy UK’s report also reveals that while the contract was announced in November, documents reveal that McKinsey were hired on April 24th.


The hiring of McKinsey was a result of the government being ‘drastically understaffed’ following the shock referendum results. However, it sparked criticism regarding the fact that public money was spent on private consultancy contracts.


Consultancy UK quote Labour MP Chris Bryant, stating ‘Taxpayers’ money is being spent to support the Government’s extreme and damaging Brexit plans. But they could hire all the consultants in the world – their plan still wouldn’t work.’


McKinsey have recently published their own Brexit advertisement. However, their adverts do not evoke a streamline exit. Instead they are encouraging foreigners to return to their own country, in this case Germans, to work for them:


The image below of McKinsey’s Facebook adverts translates to:

‘Brexit does not have to be a career exit. Take the next step in McKinsey in Germany and set the future of global companies with us in the heart of Europe. We offer a varied spectrum of highly sensual themes, a steep learning curve…’



This message is then paired with the image ‘Keep calm and come home’, ironically, this is a very “British” slogan.


McKinsey are using peoples fear of Brexit and the possibility of being made to move out of the UK for their own business benefit.


Is this a conflict of interests?