Kantar is the market research, data and consultancy driven division of global advertising group, WPP. Aziz Cami, Kantar’s Creative Director, was keen to connect his 80+ creative teams – located across the globe – to encourage conversation and share knowledge, resources and skills.
Kantar commissioned Hub to design an educational webcast series to encourage collective learning amongst their creatives around the world. The aim was to change team behaviour and culture to encourage a sense of shared learning and creative inclusion.
Through a series of workshops with Kantar’s senior creative team, we developed a year-long campaign called The Connection. The campaign consisted of a webcast series and an accompanying website available to internal staff which allowed them to create a profile, upload content and have conversations with other users. We created three 30 minute webcasts, which were presented by Aziz and formatted like a broadcast magazine show.
The Connection featured interviews with inspirational creatives around the world and had key format points – Storytelling, Animation and Data Visualisation – so that the audience would become familiar with the structure. Each section featured an interview, either live in the studio or via Skype. Using the titles of ‘Brief Me’, ‘Inspire Me’ and ‘Teach Me’, these segments allowed opportunities to add creative colour to the series and featured a combination of video interviews, documentary reporting and animation sequences.
After a successful pilot launch, this series was distributed to Kantar’s 30,000 strong global workforce. The feedback upon launching was instantaneous with employees signing up, sharing their work, contributing to the show and connecting with their colleagues across the world.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”