It’s always a challenge to retain top executives, so Baxters developed a product that helps companies retain them by minimising tax on bonuses. The challenge was getting meetings with Tier 1 HR managers and getting noticed.
Baxters’ product is a contract both the executive and the company commit to over five years. Almost as long as some marriages last. It’s a mutally benificial, consensual agreement between two grown-ups. The fluffy handcuffs demonstrated this perfectly.