Every year new statistics are released pointing to the dramatic rise in influence and spending power among the Hispanic demographic in the United States, yet advertising spending lags far behind. Univision wanted to change this trend by bringing some of the most senior brand marketers together in a room and inspire them to think differently about how they allocated their advertising budgets (and spend more with Univision).
We partnered with Univision to deliver a combination of an inspiring keynote presentation, live visual notetaking experience and executive level workshop where senior brand leaders were taken through a process for how to think different, reminded of the importance of multicultural marketing and the Hispanic demographic and inspired to come up with a series of actionable activities to engage in after the event.
In an organization as large and sometimes bureaucratic as the World Bank, valuable content is often buried or inaccessible. Barely 2% of knowledge products get translated into bite-sized practical learning. As a result, fewer people are benefitting from the content and educational opportunities produced by the Bank. This project required developing a stronger brand identity to make the learning more accessible and build a more positive global reputation for the World Bank.
Starting with an extensive audit of existing programs, we crafted strategic recommendations for how programs could be structured and a new brand platform to integrate all the programs together. Our recommendations were the foundation for a comprehensive new structure for the entire Learning and Development groups at the Bank and helped to simplify what was previously a complex and inefficient structure.
In order to centralize learning for its entire sales and marketing organization distributed around the world, Prudential decided to create a virtual summit where everyone could participate virtually over the course of multiple days to learn everything from brand guidelines to social media policy. To kickoff the summit and create excitement, the brand wanted a high energy outside speaker to set the stage for the whole event.
We spent weeks interviewing the right people at various locations to create a custom opening for the event that would resonate. On the day of the summit, we went into the studio at Prudential and presented a session on the future of digital marketing and included highly actionable “stealable ideas” for the team to use. The feedback after the event was stellar and over a year later the session is still being actively viewed and used.
Under Armour has fast become one of the most beloved brands among both athletes and soccer moms alike. Digital has been a big factor in that growth, but the brand had many agencies delivering work and an ongoing internal struggle to create more alignment and collaboration among all these efforts.
As the first client under our signature “Concierge Consulting” solution, Under Armour turned to us as an unbiased source of expert advice and counsel on how to take all the efforts of their many agency partners and internal team members and develop more alignment across them. Our role was to offer the unfiltered truth about what was working, what wasn’t and how to fix it … and in the process we became trusted advisors offering on demand marketing strategy support exactly in the moment it was most needed.
As the advertising business rapidly gets more digital, JWT (like most of its competitors) was facing a challenge of getting all their employees conversant in digital and confident about talking digital instead of always needing to call in the digital team. The problem was, how could they train an entire workforce of over 12,000 people in 90 countries?
We worked with the global digital leads to develop a custom five course training series all about the basics of digital marketing. It was completely customized for the agency and featured a combination of essential courses on digital and a segment on how to talk about digital and social and sell it in to clients. The program was recorded and then delivered on demand across the globe to rave reviews from teams and offices.
The environment and climate for entrepreneurs is growing in Kuwait, but how they can be inspired to do more impactful things? To help, KFAS asked us to develop a curriculum and program that would deliver a combination of motivation to think different along with practical ways to actually do it.
We build a five day curriculum that included everything from leading with purpose to learning how to practice mindful management. The official certification program was a core element in the overall efforts of KFAS to support the country’s business people and we are already in talks for how to expand this program to reach even more people.
How can you use a brand personality to stand out in a high turnover and relatively low loyalty category such as breakfast cereal? This was the challenge that was introduced to our team by the Post group in working on the annual planning for their popular cereal brand Honey Bunches of Oats and looking for inspiration on how to stand out.
Starting with a tailored section on storytelling and brand personality, we architected a day long workshop which featured immersive brainstorming sessions, interactive activities, a visual artist and graphic notetaker capturing the session on a huge board in front of the room. The results of the session were actionable innovation and ideas that the team took away … many of them with the intent to implement as a part of their efforts the very next day!
Nando’s is an iconic restaurant brand in its core markets like the UK, Australia and South Africa – yet is relatively unknown still in the US. The brand is growing rapidly in multiple markets and needed to make a change to engage an advertising agency that could help tell their story and grow with them.
Leveraging years of experience working on the agency side, this was a rare opportunity for our team to “change sides” and craft a procurement process unlike any other. From the start, we changed the way agencies were invited to pitch – giving them a taste of the brand personality of Nando’s and delighting them in the process. In the end, we had 12 agencies passionately pursuing the business for Nando’s, helped narrow the field fairly, managed the entire process and ultimately helped Nando’s select the best agency for their needs.
For a well known global IT outsourcing firm with over 170,000 employees – creating a flexible brand architecture to tell the story of the organization is no small challenge. Adding to the complexity was just how many different initiatives would require some level of consulting support, from analyst relations to corporate sponsorships.
Using our unique “Concierge Consulting” model designed to offer senior level advice on multiple initiatives on demand, this multi-year engagement allowed our team to work directly with senior leaders within Wipro on everything from helping to advise on the brand’s new recently launched logo to training the team on storytelling to helping craft communications strategies for dozens of the firm’s largest accounts.