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GOOD Agency The Integration Imperative
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AN EVOLVING BRAND
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1989: FIGHT FOR CHOICE
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‘2000’S: NATION’S NO.1 ENTERTAINMENT CHOICE
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FROM UTILITY TO ENTERTAINMENT
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FROM FIRESALE TO PREMIUM
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COMPETITORS OLD AND NEW
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PURPOSE VERSUS POSITIONING
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APPLE
Why: To make a contribution to the world by making tools for the mind that advance humankind
How: Innovative, intuitive, simplicity, user-centric, design-focussed
What: Computers, smart devices, software, TV…
Symbols:
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NIKE
Why: Inspiration and innovation for every athlete in the world (and if you have a body, you’re an athlete)
How: Authentic, challenging, motivating, exciting, intense
What: Sports, athletes, events, experiences
Symbols:
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SKY
Why: ?
How: ?
What: Choice (channels), Control (software), Communications (Talk, Broadband), Care (CSR)
Symbols:
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WHY AND HOW: DEFINING PURPOSE
AND VALUES
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SKY24 YEARS OF PROOF
1990 The Simpsons
2001 Sky+
2010 3D TV
2012 Sky F1
1992 Sky Sports clock and
timer 2006 Broadband and
Talk, HD TV2011
Sky Atlantic, Sky Go
2013 Sky Store
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ENTERTAINMENT
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WHY: MAKE ENTERTAINMENT
BETTER, MAKE LIFE BETTER
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HOW: CREATING OUR VALUES
Spine tingling Game changing Brilliantly simple
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SKY
Why: Make entertainment better, make life better
How: Spine tingling, game changing, brilliantly simple
What: Choice (channels), Control (software), Communications (Talk, Broadband), Care (CSR)
Symbols:
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SKY
internal external society
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• Know what you want to solve
• Get everyone on board
• Build inside out
• Educate, equip, empower
• Ruthless consistency
LEARNINGS
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ENTERTAINMENT… EXPERIENCE
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NATIONAL TRUST
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NATIONAL TRUST
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NATIONAL TRUST
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NATIONAL TRUST
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HEALTHY MESSAGE CONNECTION
FUNDRAISING
BRAND
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AUDIENCES FIRST
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NATIONAL TRUST
GOOD Agency Thank you for your time
For further information please contact: [email protected]
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out
what else we do: www.charitycomms.org.uk
Conference25 February 2016
London#integratedcomms
Sponsored by
Integrated campaigns: planning, delivering and evaluating
@goodagencyldn
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