Agent99 was engaged to launch the Habits of High Performers book nationally and establish James Laughlin as a leading authority on elite leadership and motivation. The campaign needed to drive book sales, generate speaking and consulting leads, and build long-term thought leadership authority for Laughlin in the Australian market.
Agent99 executed a multi-phase earned-media campaign positioning Laughlin as the bridge between neuroscience and high-performance leadership. Targeted pitching across business, HR, lifestyle and wellness secured high-caliber national coverage, while book send-outs and op-eds sustained momentum beyond launch week.
Earned media placements delivered sustained national visibility across leadership, business and lifestyle audiences in publications like Forbes Australia, Men’s Health, Sydney Morning Herald, The Morning Show and AFR.
In reach was achieved, exceeding the set 2–3 million KPI and embedding Laughlin as a recognisable expert in Australia.
Website traffic surged (330 to 8,500 users), showing earned media directly drove demand for the book and James’ services.
Of the coverage included a direct book sales link, turning awareness into measurable financial outcomes.
